Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector
Bank managers have pointed to the relevance of corporate clients, because of the complexity of their financial requirements in comparison with final consumers, as well as their contribution to the bank profitability. Since long-term profitability is one of the primary goals and loyal corporate clien...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2018-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2018/0354-34711804259S.pdf |