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Keywords: Financial incentives
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–44.
Published: 28 July 2026
...Ahmed Almoraish; Spiros Gounaris Purpose This study aims to examine how customer experience ( CX ) management aligns with broader marketing strategy in B2B contexts, focusing on how the stability of the supplier’s interacting team and the use of financial incentives jointly shape CX...
Includes: Supplementary data
