Document Type



The paper presents a theoretical discussion of how experts on information systems and the Internet should inform business representatives about the theoretical impact of Internet network use on competitive advantage. Its objective is to propose a model to test the effect of Internet’s web tools and trust on the link between customer relationship management (CRM) and competitive advantage. Internet’s web tools such as level of informational web site, level of transactional web site and level of security on the web can support the formation and maintenance of customer relationship because they facilitate the way organizations partner, interact and empower. In other words, Internet’s web tools can let organizations to build tight trusted relationships with their trading customers who should become loyal to them, rather than to select customers on a transaction by transaction basis from a large pool of non-loyal ones.