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Keywords: RFM value
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2018) 29 (4): 680–702.
Published: 10 May 2018
...-frequency-monetary (RFM) value. Design/methodology/approach Using a predictive survey approach, 1,001 service customers assess the online or offline operations of six multichannel retailers. The hypothesised model is tested using structural equation modelling and multigroup analysis. Findings...
