Aksoy, Lerzan; Keiningham, Timothy L.; Buoye, Alexander; … - In: International Journal of Bank Marketing 35 (2017) 2, pp. 205-219
Purpose The purpose of this paper is to identify the key drivers of share of wallet for credit cards issued by either a credit union (CU) or bank using a Wallet Allocation Rule (WAR) framework. Design/methodology/approach A survey approach engaging 1,649 current CU members at nine CUs regarding...
