Keywords: Bystander-customer reactance
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Journal Articles
International Journal of Retail & Distribution Management (2024) 52 (10-11): 1073–1091.
Published: 20 September 2024
... in nurturing long-term affective commitment. Therefore, we propose: Retail channel switching Customer deviance Bystander-customer reactance In recent years, more than 10 billion USD of financial losses have been attributed to customer fraud (PWC, 2022). Since then, negatively deviating customers...

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