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Keywords: Wallet allocation rule
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Journal Articles
International Journal of Bank Marketing (2017) 35 (2): 205–219.
Published: 03 April 2017
...Lerzan Aksoy; Timothy L. Keiningham; Alexander Buoye; Joan Ball Purpose The purpose of this paper is to identify the key drivers of share of wallet for credit cards issued by either a credit union (CU) or bank using a Wallet Allocation Rule (WAR) framework. Design/methodology/approach A survey...
Journal Articles
International Journal of Bank Marketing (2014) 32 (1): 28–42.
Published: 28 January 2014
...Lerzan Aksoy Purpose – Despite the fact that customer satisfaction is among the most widely used metrics by managers, the link with share of deposits tends to be weak. Using a recent innovative approach termed the “Wallet Allocation Rule (WAR)” this research investigates whether measuring...
