“…The popularity of the internet and e-commerce makes the processes more comfortable and smoother (Davidaviciene et al, 2017;Elkhani, Soltani, & Jamshidi, 2014;Raudeliuniene et al, 2018). Nowadays, both organizations and customers can directly exchange information and knowledge with each other in real time to create uniqueness (Abdi et al, 2018;Raudeliuniene & Davidavicius, 2017) and customer loyalty (Skackauskiene et al, 2016;Bruneau et al, 2018). ICT allow organizations to bypass intermediaries, which facilitate organizations to understand their customers' needs as well as create innovations and reduce operational costs (Ceicyte & Petraite, 2018;Davidaviciene et al, 2017;Raudeliuniene et al, 2018;Tsai, Huang, & Lin, 2005).…”