文章基本信息

标题：FACTOR ANALYSIS IN INVESTIGATING RELATION STRUCTURE IN RELATION MARKETING
本地全文：下载
作者：Dr Magdalena Kowalska-Musiał ; Dr Aneta Ziółkowska
期刊名称：Zeszyt Naukowy Wyższej Szkoły Zarządzania i Bankowości w Krakowie
印刷版ISSN：1897-659X
电子版ISSN：2300-6285
出版年度：2013
期号：27
页码：1-14
语种：English
出版社：Wyższa Szkoła Zarządzania i Bankowości w Krakowie
摘要：Modern marketing strategies of companies are connected with keeping relations with different market entities,including clients. The knowledge arising from data analysis is of a hidden,specific and unique nature,which makes it difficult for the competition to copy and can thus be used as a basis for preparing the market relation advantage. When describing interactions and market relations multiple variables can be obtained. In order to reveal hidden and emergent characteristics the exploratory factor analysis (EFA) and the confirmatory factor analysis (CFA) can be applied. The aim of the paper is to present the results of factor models as an identification method of hidden characteristics of market relations in factor or construct intersections.