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Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks
Purpose: The purpose of this paper is to show the dynamics of relationship marketing in e-banking by examining the association between relationship quality and online customer loyalty at different stages of the relationship lifecycle. Design/methodology/approach: A sample of 651 customers of Irania...
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| Publicado no: | Revista Brasileira de Gestão de Negócios - RBGN |
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| Main Authors: | , , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Fundação Escola de Comércio Álvares Penteado
2020
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=94768352008 |
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