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

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2024
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Artigo_Multichannel_relational_communication_strategy_does_one_sized_strategy_fit_all_customers_TC.pdf (478.73 KB)
Acesso_Primeira Pagina_Multichannel relational communication strategy does one-sized strategy fit all customers.pdf (54.97 KB)
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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.

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Relational communication channels; Multichannel relational communication strategies; Firm-initiated communication; Customer-initiated communication; Contingency analysis; Quantile regression; Customer performance heterogeneity
Titulo de periódico
European Journal of Marketing
URL da fonte
https://www.emerald.com/insight/content/doi/10.1108/EJM-10-2022-0717/full/html
DOI
10.1108/EJM-10-2022-0717
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en
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https://repositorio.insper.edu.br/handle/11224/6635
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