Do the roles of dedication, constraint, and temptation-based mechanisms on customer loyalty vary for different length of relationship?
Achieving customer loyalty is a primary marketing goal, but cultivating loyalty and reaping its benefits remain ongoing challenges. Building on social exchange theory (SET) and the dedicationconstraint model, this study proposed a novel dedication-constraint-temptation model (DCTM) of customer lo...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36345/1/stephanie_irssm8.pdf |