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...

תיאור מלא

מידע ביבליוגרפי
Main Authors: Chuah, Stephanie Hui-Wen, Rauschnabel, Philipp A., Thurasamy, Ramayah
פורמט: Conference or Workshop Item
שפה:English
יצא לאור: 2017
נושאים:
גישה מקוונת:http://eprints.usm.my/36345/1/stephanie_irssm8.pdf