Understanding customer loyalty and its antecedents : an analysis from the mobile phone market
Several scholars have highlighted the importance of enhancing customer loyalty, a topic of high interest in academia and practice, as a prerequisite for effective marketing to increase profits. This study adds to existing literature by exploring the antecedents of customer loyalty.
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/9616 |
| Summary: | Several scholars have highlighted the importance of enhancing customer loyalty, a topic of high interest in academia and practice, as a prerequisite for effective marketing to increase profits. This study adds to existing literature by exploring the antecedents of customer loyalty. |
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