Online community: enhancing the relationship marketing concept through customer bonding

Purpose To revisit relationship marketing in the context of the digital economy. Design/methodology/approach The paper develops a conceptual framework (the customer bonding triangle) that enables greater understanding of the contributions of service delivery and online communities in the development of bonds in interactive relationships. The function of the three key elements of the framework (namely service value, technical infrastructure and interactivity) in enabling bonding via internet communities, is developed. Findings Suggests that firms rethink the role and nature of the consumer and that in order to facilitate bonding firms must make use of systems that are tightly integrated yet can also incorporate flexibility to help develop better understanding amongst participants. Originality/value Provides a framework to help understand key elements in interactive relationships.