I tend to follow the work of Lynda Hon because it tends to have an edge to it. Her latest research study with Eyun-Jung Ki, Linda published in the Journal of Communication Management looked at how organizations display use of relationship maintenance strategies through their web sites.
The results revealed that openness was the strategy used most frequently.
The quality of the openness dimension also was rated more highly than it was for any of the other strategies.
The second research question explored whether industry type made a difference in organizations' use of the relationship maintenance strategies.
A statistically significant difference among industry type was found for three of the strategies – positivity, openness, and access.
It will be interesting to see how this changes as social media really begins to bite and i have no doubts there will be a sea change for some.
Picture: Image Relationship Marketing