Customer Loyalty and Integrated Marketing Communications among Subscribers of Telecommunication Firms in Lagos Metropolis, Nigeria
Strategies for improving customer loyalty are a sine qua non for attracting new customers and retaining old ones in order to improve firms’ sustainable competitiveness. However, choice of marketing communication mix would differ between firms and across industries. This study examines the influence...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Tomas Bata University in Zlín
2018-09-01
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| Series: | Journal of Competitiveness |
| Subjects: | |
| Online Access: | https://www.cjournal.cz/index.php?hid=clanek&bid=archiv&cid=298&cp= |