Cho, Wooje; Chang, Woojung; Lee, Dongryul - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 6, pp. 1245-1265
Purpose: In responding to competitors' strategic choices, firms must choose whether to allocate their customer relationship management (CRM) resources primarily to retaining existing customers or to acquiring new customers. To address this critical but understudied question, the authors examine...