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Plotting out Relationship Stage between Online Stores and their Customers: Based on Behavioral, Psychological and Combined Criterion

It’s necessary for an on-line firm developing relationship to identify the relationship stage where a customer is and take different tactics depend on the stage. Most existing researches describe the characters of different stage qualitatively. Quantitative criterions are seldom explored. So, it’s hard for firm to practice and for researchers to conduct empirical research depend on different stage. This paper plots out and compares relationship stage through K-means Cluster analysis, ANOVA and discriminate analysis. It shows that the mix of behavioral variables (including times and length) and psychological variables (commitment and loyalty) could plot out relationship stage well. This is meaningful for practice and research in relationship marketing.