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Keywords: Creative customer behaviour
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Journal Articles
European Journal of Marketing (2016) 50 (5-6): 1003–1023.
Published: 09 May 2016
... and improve its services rather than merely relying on its employees. This paper aims to focus on creative customer behavior and examine its antecedents. Design/methodology/approach The analysis is based on a dyadic data set involving salespeople and their customers, collected over two periods across...

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