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Doctoral thesis Business Administration: Influence of relationship marketing on customer loyalty - The case of commercial banks in Quang Ngai province

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Building and testing the relationship between elements of relational bonds and the individual customer loyalty through satisfaction; At the same time, testing the relationship between switching costs and individual customer loyalty. Provide administrative implications, suggestions for banking service providers in maintaining and enhancing individual customer loyalty.

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Nội dung Text: Doctoral thesis Business Administration: Influence of relationship marketing on customer loyalty - The case of commercial banks in Quang Ngai province

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