Loyalty Formation for Different Customer Journey Segments
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TL;DR: In this paper, the authors segment customers by their use of specific touchpoints in the customer journey, investigate the association of several covariates with segment membership, and explore how the relationships among product satisfaction, journey satisfaction, customer inspiration, and customer loyalty differ across segments.
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About: This article is published in Journal of Retailing. The article was published on 01 Sep 2019. and is currently open access. The article focuses on the topics: Loyalty business model & Customer satisfaction.
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