The research of relationship benefits management strategy: Based on customer sex types preference

In recent years, as the relationship marketing becomes an important part of enterprises´ marketing activities, more enterprises start to take seriously to the relationship with the customers, based on this, there comes the concept of relationship benefits. Scholars believe that the establishment of strong customer relationship should be an important means for an enterprise to gain competitive advantage. Enterprises hope the customers can take the largest benefits from the relationship. Customer sex types have significant correlation with relationships, different sex types customers have different benefits preference. This paper firstly explores the basic dimensions of relationship benefits in services markets based on literature review for the past years, then analyzes the relationship benefits preference of different sex type customers. Finally, this paper proposes a relationship benefits management strategy. The findings of this paper are directions for future research and managerial implications.