Examining the effect of customers’ perception of bank marketing communication on customer loyalty
Even though the banking industry across the globe has undergone tremendous transformations especially digitalisation, research has barely kept pace with these changes especially as it has to do with marketing communication strategies. Thus, this paper examined how customers’ perceptions of banks mar...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2020-07-01
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| Series: | Scientific African |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2468227620301216 |