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Keywords: Customer demotion
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (12)
Published: 21 August 2020
...Woojung Chang Purpose This paper aims to investigate how to design a firm’s customer demotion policy and communication styles differently for customers demoted from top-tier and bottom-tier to promote their willingness to restore lost status and loyalty intentions. Design/methodology/approach...
