6533b872fe1ef96bd12d389e
RESEARCH PRODUCT
Using Factor Analysis in Relationship Marketing
Luigi DumitrescuSimona VinereanMihai ŢIchindeleansubject
media_common.quotation_subjectGeneral EngineeringEnergy Engineering and Power TechnologyCognitionrelationship marketingLoyalty business modelVariable (computer science)Psycheconative loyaltyfactor analysis.Factor (programming language)LoyaltyMarketingDimension (data warehouse)PsychologyRelationship marketingcomputerCognitive psychologycomputer.programming_languagemedia_commondescription
Abstract The purpose of the paper is to present a detailed application of the factor analysis technique within the domain of relationship marketing. A comprehensive literature review is undertaken regarding the concept of customer loyalty – an important variable of relationship marketing. Loyalty is defined by its two dimensions – behavioral and attitudinal; the second dimension is understood through the three components of the human psyche: affective, cognitive and conative. Conative Loyalty is measured through four items which are statistically and semantically reduced to two items without a heavy loss of information.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2013-01-01 | Procedia Economics and Finance |