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While interactions in the real world shopping are mainly based on face‐to‐face activities between consumers and service personnels, interactions in electronic commerce take place mainly through the retailer’s Web site. This study investigated the relationship between various characteristics of online shopping and consumer purchase behavior. Results of the online survey with 602 Korean customers of online bookstores indicate that information quality, user interface quality, and security perceptions affect information satisfaction and relational benefit, that, in turn, are significantly related to each consumer’s site commitment and actual purchase behavior.

Committed customers are profitable to an organization for the long term. Customer commitment forms when a customer's expectation is satisfied and the customer realizes fair value from his/her relationship with the organization. From an organization's perspective, this value reflects customer equity, but from a customer's perspective, it represents the customer's perceived value of the relationship. In order to manage such a relationship successfully, it is necessary to support diverse customer information – such as of‐the‐customer, for‐the‐customer, and by‐the‐customer information. A customer information system (CIS) plays the role of boundary spanning that manages and distributes customer information. But the gap between marketing and IT strategy is a barrier in implementing a successful CIS. The CIS, which includes the database, communication channel, and decision model for relationship management, should be designed to facilitate the two‐way customer relationship exchanges. This paper develops a framework of dynamic customer relationship management, suggests the information technology strategy to support the framework, and illustrates the applicability of such framework and strategy through a real business case.