CARLA SOFIA DIAS MOREIRA RAMOS

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Data inicial: 2011 × Área do Conhecimento: CIENCIAS SOCIAIS APLICADAS ×

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    Multichannel relational communication strategy: does one-sized strategy fit all customers?
    (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.