Data · dataset · 2002
The Study on the Credit Card Relationship Quality and Relationship Marketing Strategy
Listed in Harvard Dataverse
This research was used priori segmentation method to differentiate the consumer.
Description
The differentiation was based of hold credit card situation. And differentiate three groups to discuss.
The three groups were stable holding cards, latent holding cards and latent cutting cards. This research used LISREL software to analysis relationship marketing to relationship quality path model, that can to establish the cause and effect model and to realize the structure between relationship marketing and relationship quality. Besides, this research also discussed both factors of relationship marketing and transaction marketing.
Read the rest (3 more)
At first, we used the factor analysis to obtain the effect factors. After confirmed the factors, we used MANOVA test and Scheffe\'s test to analysis. And then was aimed at these three group\'s data, that is vital statistics, hold card situation, composite question and relationship quality, make use of χ2 test to realize the discrepancy between them.
Finally, the research used t-test to realize the discrepancy between relationship marketing and transaction marketing. According the above-mentioned analysis, we obtain the result as follow:
- This research ascertained the path relation between relationship marketing and relationship quality.
- In α=0.05, credit card\'s consumer agree relationship marketing is important to transaction marketing.
- Finally, because the priori segmentation method is fit, so the research can aimed at different group\'s provided the marketing strategy.
Links
Where it is published
- Dataverse dataset page dataverse.harvard.edu/dataset.xhtml?persistentId=doi%3A10.6141%2FTW-SRDA-E89049-1 ↗
landing page · from Harvard Dataverse
- DOI doi.org/10.6141/tw-srda-e89049-1 ↗
DOI / persistent id · from Harvard Dataverse
Catalogue records · 1
- Dataverse API dataverse.harvard.edu/api/datasets/:persistentId/?persistentId=doi%3A10.6141%2FTW-SR… ↗
metadata API · from Harvard Dataverse
Provenance · 1 source records, 5 field assertions
| Source | Key | Last seen | Raw |
|---|---|---|---|
| Harvard Dataverse | doi:10.6141/TW-SRDA-E89049-1 | 15 d ago | JSON v1 |
| Field | Assertion | Extractor | Evidence |
|---|---|---|---|
| created_date | source · Harvard Dataverse | connector:dataverse@1.0.0 | |
| description | source · Harvard Dataverse | connector:dataverse@1.0.0 | /description |
| publication_date | source · Harvard Dataverse | connector:dataverse@1.0.0 | |
| title | source · Harvard Dataverse | connector:dataverse@1.0.0 | /name |
| updated_date | source · Harvard Dataverse | connector:dataverse@1.0.0 |