The Importance of Discrimination Analysis to Generalize the Results: The Case of Identification the Connections between the Variables and the Relationship Marketing in Banking Sector in Albania

Discrimination analysis shows us whether the respondents answers , that belong to different units , have high variability between them and if the unit with the largest weight ( of which inquiry customers were more numerous in number ) dominates the research, allowing us to conclude in the wrong generalizations or generalizations that are accepted. The purpose of this research is to evaluate the importance of discrimination analysis in the process of building the relationship marketing and its connection with the independent explanatory variables. For realization of this research, is used marketing literature and scientific research methods and it has been taken a sample of 346 consumers, who have been answering questions for independent variables and relationship marketing . The selection was made randomly, grouped by demographic distribution according to the region where they live, age, gender, educational level and the sector they work in. The questionnaires were completed in the two major Albanian cities, Tirana and Durres. The paper is based on primary and secondary data for the case of the banking sector in Albania. Conclusions from the Discrimination analysis show that there are differences in the responses of customers for the service among banks. But these changes have the same trend in most of them. Since we have similar reactions for the banking services, from clients of different banks, it allows us to generalize the sample and not take into consideration changes in their response rate. DOI: 10.5901/ajis.2015.v4n2p223