Does customer email engagement improve profitability? : evidence from a field experiment in subscription service retailing
Yiwei Wang, Lauren Xiaoyuan Lu, Pengcheng Shi
| Year of publication: |
2022
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|---|---|
| Authors: | Wang, Yiwei ; Lu, Lauren Xiaoyuan ; Shi, Pengcheng |
| Published in: |
Manufacturing & service operations management : M & SOM. - Linthicum, Md. : Informs, ISSN 1526-5498, ZDB-ID 2023273-1. - Vol. 24.2022, 5, p. 2703-2721
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| Subject: | consumer behavior | data-driven operations | email engagement | field experiment | retail operations | subscription service | Einzelhandel | Retail trade | Konsumentenverhalten | Consumer behaviour | Feldforschung | Field research | E-Mail | E-mail | Beziehungsmarketing | Relationship marketing | Dienstleistungsqualität | Service quality | Experiment | Kundenzufriedenheit | Customer satisfaction |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/msom.2022.1122 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014295355