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Keywords: Firm-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
.... Findings This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger...
Includes: Supplementary data
