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    Creating loyalty through online customer relationships by Hancock, Benjamin Barrera

    The Internet continues to grow as a competitive marketplace increasing both in the number of consumers and online businesses. The Internet also offers low switching costs allowing shoppers to move from one online store to another with virtually no expenses. The combination of increased competition and low switching costs makes retaining loyal customers a problem for online businesses. Most companies, online or offline, depend on loyal customers as the foundation of their financial success. One solution in recent research indicates that building strong online customer relationships attracts and captures long-term customers. Therefore, online marketers have begun to rely on relationship marketing strategies to increase online customer loyalty. Through the distribution and analysis of a customer survey, this study aims to show that customer relationship strategies work to increase the level of customer loyalty towards an online store, while also identifying which particular relationship components have the greatest affect on customer loyalty.