The Antecedents of Relationship Marketing and Customer Loyalty: A Conceptual Framework to Determine Outcomes
نویسنده
چکیده
Department of Management & Marketing King Fahd University of Petroleum & Minerals Dhahran 31261, Saudi Arabia Abstract. Existing streams of literature are integrated to propose a conceptual framework that highlights the antecedents of relationship marketing on customer loyalty and its outcomes. The framework aims to provide insights into the underpinnings of relationship marketing. The proposed framework establishes a starting point for empirical investigation of the antecedents of relationship marketing and outcomes of customer loyalty in emerging nations.
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