The Research on Mediating Effect Model of Relationship Benefits in Materials Industries: Data Mining

Abstract:

This article introduces the relationship benefits into the research area of materials industries. Through data mining, the study has shown that in the materials industries area, through relationship benefits, relationship marketing have significant impact on customer loyalty, relationship benefits play a fully mediating effect role. If customers of materials industries receive the relationship benefits from materials industries enterprises, they would maintain the relationship with materials industries enterprises. Our conclusions have the guiding effect for the materials industries enterprises, especially for the materials industries service enterprises.

• Periodical: Advanced Materials Research (Volumes 255-260)
• Pages: 2009-2012
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.255-260.2009
• Online since: May 2011
• Authors: Qing Min Kong, Ming Li Zhang
• Keywords: Data Mining (DM), Factor Analysis Modeling, Materials Industries, Mediating Effect, Relationship Benefits, Structural Equation Modeling (SEM)

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