The emergence of the Internet as a tool for customer
acquisition and retention has led to profound changes in
the way companies communicate with their (prospective)
customers. This paper analyzes the way how entertainment
services on Web sites are used for building
relationships with customers. Whereas other media suffer
from a significant trade-off between the amount and the
quality of content that can be delivered, the Internet
breaks down those limitations and allows for a high
level of interactivity. Even companies with so-called
low involvement products can utilize entertainment
services (such as online games) to attract customers to
their Web sites. Our completed research intends to find
out what entertainment factors are suitable for building
relationships and what goals companies are striving to
achieve. pdf
