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Using Discriminant Analysis In Relationship Marketing

Author

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  • Iacob Cătoiu
  • Mihai Èšichindelean

Abstract

The purpose of the present paper is to describe and apply discriminant analysis within a relationship marketing context. The paper is structured into two parts; the first part contains a literature review regarding the value chain concept and the dimensions it is built on, while the second part includes the results of applying discriminant analysis on several value chain dimensions. The authors have considered the client-company relationships of the gas-station market as proper for studying the differences between gas-stations based on relational dimensions, such as: perceived value and satisfaction.

Suggested Citation

  • Iacob Cătoiu & Mihai Èšichindelean, 2013. "Using Discriminant Analysis In Relationship Marketing," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(15), pages 1-36.
    • Handle: RePEc:alu:journl:v:2:y:2013:i:15:p:36
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    More about this item

    Keywords

    relationship marketing; discriminant analysis; value chain; perceived value; satisfaction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C31 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models; Quantile Regressions; Social Interaction Models

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