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Keywords: Service brand love
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Journal Articles
Forever I am yours: the interrelationship between service brand love, psychological contracts and customer switching barriers in the banking industry
Available to Purchase
Journal:
SAM Advanced Management Journal
SAM Advanced Management Journal (2024) 89 (2): 77–101.
Published: 12 August 2024
...Caroline Mnong'one; Furaha Kowero; David Amani Purpose This study aims to examine the influence of dimensions of the psychological contract on strengthening customers' switching barriers through the mediating role of service brand love. Design/methodology/approach The study used a cross...
