The Potential of Information Technology in Facilitating Relationship Marketing Academic Article uri icon


  • 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. Copyright 2004 by The Haworth Press, Inc. All rights reserved.

published proceedings

  • Journal of Relationship Marketing

author list (cited authors)

  • Rebolledo, C., Ricard, L., & Prfontaine, L.

citation count

  • 9

complete list of authors

  • Rebolledo, Claudia||Ricard, Line||Préfontaine, Lise

publication date

  • January 2005