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    Abstract
2013 (Vol. 5, Issue: 16)
Article Information:

Exploring Antecedents of Relationship Benefits

Shuxia Ren and Mingli Zhang
Corresponding Author:  Shuxia Ren 

Key words:  Data mining, factor analysis, relationship benefits, web self-service technology, , ,
Vol. 5 , (16): 4082-4087
Submitted Accepted Published
March 31, 2012 January 11, 2013 April 30, 2013
Abstract:

This study introduces data mining technology into the framework of the antecedents of relationship benefits based self-service environment which is broadly used in relational marketing research. The findings show that the relationship benefits dimensions are confidence and special treatment benefits and their antecedents dimensions are perceived control, efficiency and convenience through the use of web self-service technology, namely web self-service attributes. The results not only provide implications for marketing practitioners but also directions for future research on relational benefits and web self-service technology.
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  Cite this Reference:
Shuxia Ren and Mingli Zhang, 2013. Exploring Antecedents of Relationship Benefits.  Research Journal of Applied Sciences, Engineering and Technology, 5(16): 4082-4087.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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