Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry

In present extremely competitive and globalize banking context, increasing customer loyalty emerges as one of the most imperative challenges faced by marketers. Cultivating loyal customers is frequently argued to be the single most important driver of organizations’ long-term financial performance...

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Bibliographic Details
Main Authors: Sung, P. N., Cheng, Boon Liat *
Format: Article
Language:English
Published: Inderscience 2015
Subjects:
Online Access:http://eprints.sunway.edu.my/1808/1/Cheng%20Boon%20Liat%202015%20Exploring%20the%20Impact%20of%20Relationship%20Marketing%20upon%20Customer%20Safisfaction.pdf
http://eprints.sunway.edu.my/1808/
http://ijmas.iraj.in/volume.php?volume_id=186
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Institution: Sunway University
Language: English

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