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 I...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2020-01-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/4043 |