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The power of social influence and customer–firm interactions in predicting non-transactional behaviors, immediate customer profitability, and long-term customer value

Jesús Cambra-Fierro, Gao, Lily (Xuehui) and Iguácel Melero-Polo

Journal of Business Research, 2021, vol. 125, issue C, 103-119

Abstract: Customers increasingly interact with firms across multiple touch points, which influence their overall perceptions and their future choices. Drawing on social capital theory, we investigate the causal paths from different touch points (social influence, customer informational inquiries, and firm-initiated contacts) to non-transactional behaviors, and their impact on customer profitability and customer lifetime value (CLV). To the best of our knowledge, no research to date has simultaneously focused on analyzing three different types of interactions in an empirical way, or their financial and non-financial consequences.

Keywords: Social influence; Customer–firm interactions; Touch points; Non-transactional behaviors; Customer profitability; Customer lifetime value (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1016/j.jbusres.2020.12.013

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