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Keywords: Chain of effects
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (6): 1225–1246.
Published: 14 February 2020
..., satisfaction, trust and commitment) on customer loyalty, using both offline and online platforms. Findings The findings show that both social and technical chains of effects are viable channels for B2B service firms to build customer loyalty; however, mixing of both social and technical resources results...
