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

Projetos de Pesquisa
Unidades Organizacionais
Fascículo
Resumo
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.

Titulo de periódico
European Journal of Marketing
Título de Livro
Idioma
en
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Membros da banca
Área do Conhecimento CNPQ
CIENCIAS SOCIAIS APLICADAS
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