Erno Selos, T. Laine, I. Roos, P. Suomala, Lauri Pitkänen
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Applying SPAT for understanding B‐to‐B supplier switching processes
Purpose: This study aims to focus on the switching path analysis technique (SPAT) application to enlarge the understanding of customer switching from the business to consumer (B-to-C) context to th ...
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