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Keywords: Helping
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Journal Articles
International Journal of Bank Marketing (2022) 40 (2): 221–241.
Published: 29 October 2021
...Estelle van Tonder; Stephen Graham Saunders; Mwarumba Mwavita; Sohee Kim Purpose This study aims to examine customer helping and advocacy behaviours within dyadic financial service relationships involving customers and fellow customer helpers. Design/methodology/approach The gift-giving...
