Mukerjee, Kaushik; Shaikh, Ateeque - In: Marketing Intelligence & Planning 37 (2019) 1, pp. 97-110
Purpose: The purpose of this paper is to examine the direct impact of proactive customer orientation (PCO) and responsive customer orientation (RCO) on word-of-mouth (WoM) and cross-buying (CB). Further, this study tests the mediating role of perceived value (PV) in the relationship between...