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Keywords: Contact strategy
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2018) 32 (2): 113–125.
Published: 16 October 2017
... the customer down the path to purchase full memberships. Research limitations/implications The prevalence of big data among service firms should allow researchers to better understand how consumers respond to contact strategies over time, as well as fluctuations in firm performance. The research adds...
