Validation of a CRM scale for the B2C market: exploratory factor analysis
The main objective of this study was to develop and validate in the United States a reliable and valid scale for Customer Relationship Management (CRM) in the business-to-consumer (B2C). An American sample (N=210) was collected online using MTurk in order to ensure the presence of a broad variety o...
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| Format: | Article |
| Language: | English |
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Associação Brasileira de Engenharia de Produção (ABEPRO)
2014-01-01
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| Series: | Brazilian Journal of Operations & Production Management |
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| Online Access: | https://bjopm.emnuvens.com.br/bjopm/article/view/203 |