School of Economics and Management of BeiHang University, Beijing, P.R.China

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Abstract—In recent years, as the relationship marketing becomes an important part of enterprises’ marketing activities, more enterprises start to take seriously to the relationship with the customers, based on this, there comes the concept of relationship benefits. Customer sex types have significant correlation with relationships, different sex types customers have different benefits preference. This paper uses data mining to analyze the role of customer sex types in relationship management. This paper firstly use factor analysis to explore the basic dimensions of relationship benefits, then use regression analysis to analyze the relationship benefits preference and the moderating effect of different sex type customers. After this, this paper uses structural equation modeling to analyze the different impact of relationship benefits on customer satisfaction and customer loyalty among different sex types customers. Finally, this paper proposes a relationship benefits management strategy. The findings of this paper are directions for future research and managerial implications.

Index Terms—relationship benefits, sex types, data mining, factor analysis, regression analysis, structural equation modeling.

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Cite: Mingli Zhang, Qingmin Kong, "The Role of Sex Types in Relationship Benefits Management: Based on Data Mining," Journal of Software vol. 5, no. 12, pp. 1442-1449, 2010.