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Keywords: Membership renewal intention
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (2): 360–381.
Published: 15 January 2024
... of relationship quality (customer satisfaction, customer trust and customer commitment) positively influence membership renewal intention with customer commitment exhibiting the greatest influence on it. Originality/value This study combines the theories of CKM and relationship quality management to explain...
