... by involvement. Design/methodology/approach A conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling. Findings Results show a strong association between perceived benefits and co...

... in the credit card industry. Design/methodology/approach A model of customer loyalty incorporating service quality, value and involvement is developed theoretically and validated empirically through SEM using data collected from a global sample of 114 credit card holders. Findings The loyalty model...