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Keywords: Customer-initiated communication
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (4): 952–985.
Published: 13 March 2024
... for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance...
Includes: Supplementary data
