USING DISCRIMINANT ANALYSIS IN RELATIONSHIP MARKETING

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