THE IMPACT OF PERSONAL, SOCIOLOGICAL AND INSTITUTIONAL INFLUENCES ON RELATIONSHIP COMMITMENT IN RETAIL BANKING
Previous research in the domain of relationship marketing has focused mainly on the antecedents of loyalty and commitment in the industrial market, distribution channel or consumer goods. This study however, models the antecedents of consumer's relationship commitment in the context of a retail...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Sains Malaysia
2003-01-01
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| Series: | Asian Academy of Management Journal |
| Online Access: | http://www.usm.my/aamj/8.1.2003/AAMJ%208-1-5.pdf |