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Purpose: This study aims to investigate the effect of acquisition modes on customer behavioral loyalty to enrich our knowledge of the effectiveness of acquisition modes and how to better target customers in the service industry. Design/methodology/approach: Using a data set from a large...
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Although firms are leveraging weather conditions in promotions, they struggle to quantify the impact. This study exploits field experiments data on weather-based mobile promotions via SMS and APP with over 10 million users. Results find that sunny and rainy weather have first-order main effects....
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