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Keywords: Multichannel relational communication strategies
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (4): 952–985.
Published: 13 March 2024
...Carla Ramos; Adriana Bruscato Bortoluzzo; Danny P. Claro Purpose This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers...
Includes: Supplementary data
