The effects of Customer Relationship Management (CRM) and customer perceived value dimensions: a proposed conceptual framework for customer loyalty
The failure of customer relationship management (CRM) initiatives to improve the bottom-line has led to authors questioning the direct unconditional effects of CRM on customer loyalty, with calls for more studies to examine possible intervening variables explaining the mechanism of influence between...
| Main Authors: | , , , |
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| Format: | Book Section |
| Published: |
IGI Global
2022
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