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Keywords: Reactance
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Journal Articles
International Journal of Bank Marketing (2026) 44 (8): 1625–1646.
Published: 20 March 2026
...Joana Cardoso; Júlio Araujo Carneiro da Cunha; Evandro Luiz Lopes; Eduardo Mesquita Purpose The objective was to identify the moderating role of reactance on the satisfaction of banking consumers with different account types and its influence on service loyalty. We addressed an existing gap...
