Do Relationship Building Websites Pay Off? An Investigation Of The Role Of Relational Benefits And Costs Within An FMCG Context

The paper examines whether investments on the development of websites dedicated to broadening the customer-company relationship is a viable strategy. Relational benefits and the, somewhat neglected, relational costs are used as predictors of relational outcomes such as increase at the website loyalty, positive word-of-mouth towards the website, and intentions to increase purchases of company’s products. Results from visitors of a relationship building website developed and sponsored by Procter & Gamble, provide evidence in support of such strategic initiatives for both broadening and strengthening customer-company relationships.