Rollins, Minna; Bellenger, Danny N.; Johnston, Wesley J. - In: Journal of Business Research 65 (2012) 6, pp. 758-764
Despite of the empirical evidence that shows that customer information utilization may improve a company's customer and … business performance, customer information utilization is underdeveloped in many companies. This research contributes to the … customer information utilization efforts by using both short-term and long-term methods when developing customer information …