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Keywords: Loyalty intentions
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Journal Articles
The impact of customer equity drivers on loyalty intentions among Chinese banking customers: The moderating role of emotions
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Asia Pacific Journal of Marketing and Logistics (2019) 31 (4): 980–1002.
Published: 26 March 2019
...Zohaib Razzaq; Ali Razzaq; Salman Yousaf; Umair Akram; Zhao Hong Purpose The implementation of customer equity drivers (CED) as a crucial marketing tactic to surge customer loyalty intentions has received a considerable importance in the literature. However, most of the research done in the past...
