Purpose – The purpose of this paper is to present a strategic framework to managing online loyalty. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2006) theoretical works in consumer loyalty and ongoing case developments in...

There exists a vibrant literature dealing with one‐to‐one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization is...