The paper explores which relational benefits and costs are appropriate for capturing relationship-building efforts within the context of informational, non-transactional, websites and assesses their effect on behavioural outcomes. Firstly, a preliminary study consisting of two focus groups was...

Services literature has extensively examined the effects of core service and relational benefits on behavioral outcomes arguing that both components, studied separately, contribute significantly to customer satisfaction and loyalty. However, an integrative examination of the relative importance...