Relationship Marketing Dimensions on Customer satisfaction and Customer Loyalty: A Review
DOI:
https://doi.org/10.53555/nnbma.v3i9.49Keywords:
Relationship marketing dimensions, trust, commitment, customer satisfaction, customer loyaltyAbstract
Relationship marketing is frequently employed by firms to improve their dealings with customers. A key challenge for researchers is to identify and understand how different variables influence important relationship outcomes such as customer loyalty and customer satisfaction. This study aims at analyzing the existing dimensions and also in finding out those variables which are considered to be more effective in creating customer loyalty and customer satisfaction.
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Bilal Afsar, Zia Ur Rehman, Jaweria Andleeb Qureshi and Asad Shahjehan (2010),“Determinants of Customer Loyalty in the Banking Sector: The case of Pakistan”, African Journal of Business Management, vol.4 (6), p.p. 1040-1047.
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David Bejou, Christine T. Ennew, Adrian Palmer (1998) Trust, ethics and relationship satisfaction. International Journal of Bank Marketing 16/4 170–175
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