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Keywords: Customer citizenship behaviour
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2017) 29 (2): 305–329.
Published: 10 April 2017
.../approach A sample of 400 students from four IBCs in Malaysia was administered in a questionnaire. Data were analysed using SPSS and partial least squares 3.0. Findings This research demonstrates that students’ self-esteem and social bonds have positive direct effects on customer citizenship behaviour...
