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Developing Customer-Seller Intimacy Relationship in E-Commerce Business using 3-E Framework

Electronic commerce refers to the use of the internet and other networks (e.g. intranets) to buy, sell, hold or exchange data, products, or services. It is a digital platform where, people with time constraints, can buy or deliver services without any conflicts between buyers and suppliers. The most important thing is that the purchasing power of the customer has increased at present. With technological advances, efforts are made by the higher management to deliver promotions to advertisers or sellers without any issues with the commitment it has in its hands. The study used a Systematic Literature Review Approach with the case study methods. The objective of this article is the effect of the interaction between the buyer and seller within the context of the proposed 3-E Framework, which is a combination of the 5C’s (Communication, Commitment, Care and Giving, Comfort and Conflict) and the ABCD Trust Model (Acquaintance, Buildup, Continuation, Dissolution). From this research, the result indicated that all the underpinnings of the marketing relationship were closely related to the commitment, loyalty, trust, care, communication, and, most notably, dispute resolution of the e-commerce sector.