Creating Relationships Based on Emotional Bonds With Generation Y in Virtual Environment

Abstract

Studies show that in a dynamically changing market saturated with new technologies, enterprises wanting to become competitive, should implement online strategies based on building relationships with the consumer as long-term relationships are more profitable. These companies should strive to build brand loyalty with their consumers. These relationships may be considered at various levels, including the behavioral and affective dimension. Research shows that, out of these two dimensions, the affective level based on the customer emotional involvement creates true loyalty. Therefore, it is important to understand what affects building the strength of relationships in this particular dimension. The purpose of this chapter is to explore the role and contributing factors for creating relationships at the emotional level with Generation Y in a virtual environment. This chapter presents a model of tools that divides relationships built in the affective dimension defined by two groups: ‘belonging and involvement' and ‘an added value for customers'.