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Keywords: Social exchange theory
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Journal Articles
Corporate social responsibility and customer retention: evidence from the telecommunication industry in Ghana
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2021) 38 (1): 15–26.
Published: 06 October 2020
...Otto Afiuc; Samuel K. Bonsu; Franklyn Manu; Casey Brett Knight; Swati Panda; Charles Blankson Purpose Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual...
