Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

DeepDyve requires Javascript to function. Please enable Javascript on your browser to continue.

Services Marketing Quarterly

Subject Areas: Business, Management and Accounting (miscellaneous)
Publisher: Routledge - Taylor & Francis
ISSN: 1533-2969
SJR: 32

Download Only

Journal Article

From User Behavior to Subscription Sales: An Insight Into E-Book Platform Leveraging Customer Segmentation and A/B Testing

Hashemian, Farid; Maleki, Negar; Zeinali, Yasser

2024 Services Marketing Quarterly

doi:10.1080/15332969.2024.2313873

Abstract E-book platforms have gained popularity due to their affordability, portability, and extensive title selection. This study analyzes customer behavior based on their platform activities before the launch of a subscription service and investigates strategies to boost subscription plan...
Download Only

Journal Article

An Extensive Framework of Customer-to-Customer Value Co-creation Practices: A Study in a Running Event Context

Nguyen, Nguyen Bac; Menezes, João

2024 Services Marketing Quarterly

doi:10.1080/15332969.2024.2323288

Abstract This study investigates customer-to-customer value co-creation practices by adopting a customer-dominant logic. Data were gathered through observations of 5 running events in Vietnam, interviews with 17 runners, and netnography. Fifty-four micro-practices at the individual-, group-, and...

results per page

Prev
1
Next