This paper focuses on the role of online communities in performing two important functions of CRM - building trust and enhancing perceived value in consumers. The paper moves ahead to study the features of online communities which make them part of the value delivering and enhancing mechanisms...

Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship...