Original paper

The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image

Volume: 30, Pages: 262 - 270
Published: May 1, 2016
Abstract
This study examines the mediating role of customer relationship management (CRM) quality to better explain the effects of service evaluation variables (service quality, customer satisfaction and customer value) on customer loyalty. The study also investigates the moderating effect of brand image on these mediated relationships. The mediating role of CRM quality on the relationship between the service evaluation variables and customer loyalty is...
Paper Details
Title
The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image
Published Date
May 1, 2016
Volume
30
Pages
262 - 270
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