Relative Value and Customer Choice in Loan Decisions: An Application of the Wallet Allocation Rule

Lerzan Aksoy, Timothy L. Keiningham, Alexander Buoye, Joan Ball
  • Journal of Creating Value, March 2016, SAGE Publications
  • DOI: 10.1177/2394964316630403

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http://dx.doi.org/10.1177/2394964316630403

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