Purpose – To explore and add insight to the online‐dating services phenomena which is the next product and beneficiary of the internet revolution that offers customers a convenient and affordable alternate to traditional methods of dating.Design/methodology/approach – Empirically investigated through conceptual models and statistical methods was the value proposition of online matchmaking services, which boils down to the ability to provide appropriate matches through successfully business‐to‐customer (B2C) customer service enhanced by the web and based on sound customer relations management practices.Findings – The differentiation of the marketplace includes unique ways to collect user‐based information and customized, proprietary algorithms that generate what are believed to be the best matches, based on user and matchmaking service criteria. Online dating services use statistics, data mining, and activity monitoring to provide appropriate matches; thus, differentiating their services and understanding ...
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