The Role of Sex Types in Relationship Benefits Management: Based on Data Mining

摘要

In recent years, as the relationship marketingbecomes an important part of enterprises’ marketingactivities, more enterprises start to take seriously to therelationship with the customers, based on this, there comesthe concept of relationship benefits. Customer sex typeshave significant correlation with relationships, different sextypes customers have different benefits preference. Thispaper uses data mining to analyze the role of customer sextypes in relationship management. This paper firstly usefactor analysis to explore the basic dimensions ofrelationship benefits, then use regression analysis to analyzethe relationship benefits preference and the moderatingeffect of different sex type customers. After this, this paperuses structural equation modeling to analyze the differentimpact of relationship benefits on customer satisfaction andcustomer loyalty among different sex types customers.Finally, this paper proposes a relationship benefitsmanagement strategy. The findings of this paper aredirections for future research and managerial implications.