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Business

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Customer-to-customer exchange: its MOA antecedents and its impact on value creation and loyalty

Article Abstract:

A theoretical model that analyzes antecedents and outcomes of customer-to-customer (C2C) exchange in the context of face-to-face networking behaviors during professional association meetings is presented and tested, based on the motivation, opportunity, and ability (MOA) framework. Data were gathered from a survey of conference attendees, and moderated regression and path analysis were used to test the hypotheses. The results are presented with managerial implications.

Causes of, Customer loyalty

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Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

Article Abstract:

Comparability and generalizability in consumer research findings, specifically in shopper typologies, are considered to be problematic. The article presents a study which reproduces and expands the influence of previous findings to solve these problems, employing a multi-method and multi-format approach. Five shopper sub-groups among different retail formats were identified.

Marketing procedures, Research Findings, Retail Trade, Retail industry, Influence, Marketing research, Market research

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