Every business dreams of having committed, loyal and enthusiastic customers. However, many challenges stand in the way. This is especially true of electronic vendors who must not only grapple with the traditional product issues but also technology issues related to competition in the digital economy. Prior studies in information systems have emphasized technology and relational factors such as trust and stickiness in their modeling. This study proposes website identification as a concept that can help turn customers into “super customers” and provide lasting and deep relationships between the electronic vendor and the customer leading to creation of economic value. A structural equation model with website identification as a mediating variable was tested using a sample of 406 individuals. The results support the model hypotheses.