Exploring online dating and customer relationship management

Purpose – To explore and add insight to the online‐dating services phenomena which is the next product and beneficiary of the internet revolution that offers customers a convenient and affordable alternate to traditional methods of dating. Design/methodology/approach – Empirically investigated through conceptual models and statistical methods was the value proposition of online matchmaking services, which boils down to the ability to provide appropriate matches through successfully business‐to‐customer (B2C) customer service enhanced by the web and based on sound customer relations management practices. Findings – The differentiation of the marketplace includes unique ways to collect user‐based information and customized, proprietary algorithms that generate what are believed to be the best matches, based on user and matchmaking service criteria. Online dating services use statistics, data mining, and activity monitoring to provide appropriate matches; thus, differentiating their services and understanding the success of their product offering. Research limitations/implications – The basic strategic business model created by online dating industry that is researched in this paper is built around B2C customer service in a privacy and security conscious environment. Internet dating service providers are gaining increased acceptance though successful use of customized software that helps generate a potential valued‐added match for the masses. Practical implications – What most companies do not define as clearly are the many privacy issues and possible protection against the people they may come in contact with through using these services. The industry has to be particular careful about the legal ramifications since much of the information it gathers from its customers must remain private and confidential in order to succeed and gain a larger market share. Originality/value – It is apparent that online dating services are concerned with privacy and confidentiality issues as high priority by management. To date, no academic‐based research has surfaced concerning this emerging online industry and the information exchanges required to ensure a safe environment.