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Engaging in customer citizenship behaviours to predict customer lifetime value

The aim of this study is to analyse the research gap of the relationship between customer citizenship behaviour (CCB) and customer lifetime value (CLV) in the customer engagement framework (CE). We discuss how marketing analytics gains information from the digital environment related to data, metric...

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Detalles Bibliográficos
Autores principales:	Segarra-Moliner, José-Ramón, Moliner-Tena, Miguel-Ángel
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Palgrave Macmillan UK 2022
Materias:	Original Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9665035/ http://dx.doi.org/10.1057/s41270-022-00195-2

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