The Integrative Structure and Outcome Model of Relationship Benefits: Using Data Mining

摘要

In recent years, the concept of relationship benefits has attracted increasing attention among marketing researchers and practitioners. Despite a growing body of literature in this area, no generally accepted integrative structure model and outcome model have emerged from the marketing literature. The present paper uses data mining to investigate the structure of relationship benefits based on the theoretical foundations of relational bonds, then, establishes the integrative outcome model. It is suggested that relationship benefits and their outcome should be conceptualized as multi-dimensional, higher-order structure models. These models are tested using data from a survey among some 300 customers of the services of hairdressers. The findings of this article are directions for future research and managerial implications.