The Potential of Information Technology in Facilitating Relationship Marketing: The Case of Large Canadian Firms

摘要

The aim of this paper is to explore the role of information technologies in facilitating a relationship-marketing orientation. On the basis of conceptual and empirical contributions, we propose that while the use of IT can improve customer knowledge, it does not facilitate the acquisition of the other elements required to develop long-term relationships with customers and clients (i.e., trust, commitment and personalization). Our survey of top managers supports our contention that the use of IT does not suffice to facilitate marketing orientation.