Exploring antecedents of relationship benefits

This study introduces data mining technology into the framework of the antecedents of relationship benefits based self-service environment which is broadly used in relational marketing research. The findings show that the relationship benefits dimensions are confidence and special treatment benefits and their antecedents dimensions are perceived control, efficiency and convenience through the use of web self-service technology, namely web self-service attributes. The results not only provide implications for marketing practitioners but also directions for future research on relational benefits and web self-service technology.