Keywords: Customer loyalty
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Journal Articles
Journal of Modelling in Management (2016) 11 (1): 91–115.
Published: 08 February 2016
...Jagwinder Singh; Shivani Saini Purpose – The purpose of this paper is to propose a model to understand the role of customer relationship management efforts in building, sustaining and enhancing customer loyalty (CL). Design/methodology/approach – This paper reviews extant literature...

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