| Summary: | Maintaining durable and long-lasting relationships with customers is a key factor that is widely considered by marketing practitioners and company management. Therefore, this study aims to explore and examine the factors (personal interest, trust, safety perceptions, E-transaction acceptance, and privacy concerns) influencing electronic relationship ER from the customers’ perspectives. The study selected the sample from university students (456 respondents) and was conducted in United Arab Emirates UAE, to analyze their perspectives about these factors. The study findings found significantly positive effect of all these factors on ER. And the most influential one was the personal interest followed by trust. Our research concludes by mentioning customers’ communication experiences and perceptions with their companies in order to assess their ability to meet expectations and maintain ongoing relationships. The research implications offer the marketing practitioners with insight to diversify their interaction ways with their key customers.
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