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Keywords: Contingency analysis
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (4): 952–985.
Published: 13 March 2024
... an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how...
Includes: Supplementary data
