(2024) CARLA SOFIA DIAS MOREIRA RAMOS; ADRIANA BRUSCATO BORTOLUZZO; DANNY PIMENTEL CLARO
This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.
