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Keywords: Membership services
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2018) 32 (2): 113–125.
Published: 16 October 2017
...Morris George; Kirk L. Wakefield Purpose The purpose of this study is to model the consumer journey of admission-based membership services from initial purchase to full-season memberships. Particularly, the study pays attention to customer-owned contacts (purchase behavior) and service-owned...
