ABSTRACT
Trust plays a critical role in building durable online relationships, and has been called the most important factor for customers in choosing online suppliers. The need to collaborate with suppliers and resellers has made managing customer relationships paramount. Customer relationships are assets that should be evaluated and managed as rigorously as any financial or physical assets. The cornerstone of marketing is getting close to customers to better identify and satisfy their needs. The traditional marketing paradigm has lost much of its influence in the digital world. The Buying Cycle Model articulates corporate and customer relationships and their linkages. The goal of a customer-centric company is to get beyond transactions to create delighted, long-term customers. Firms should strive to understand their value chain as well as the value chain of their suppliers and customers to create maximum value at the lowest possible costs.
