Keywords: Customer
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Journal Articles
International Journal of Bank Marketing (2022) 40 (2): 242–262.
Published: 02 November 2021
...Cong Zhao; Abu Hanifa Md. Noman; Kaveh Asiaei Purpose The development and maintenance of a long-term relationship with customers are essential for banks to bolster their profits and thrive in a competitive environment. This study aims to explore the key factors that influence individuals' bank...

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