Abo ElHamd, Eman; Shamma, Hamed; Saleh, Mohamed; … - In: Journal of Modelling in Management 17 (2021) 4, pp. 1144-1176
Purpose: The purpose of this paper is to close the gap between the theoretical nature of existing contributions in customer engagement value (CEV) and its need to practically empower business decisions. This is done by proposing a framework that consists of three techniques, each of which...