The significance of relationship equity and its impact on affective commitment and behavior loyalty in the professional spectator sport setting
Over the last decade, both academic and business literatures in marketing have emphasized the importance of customer equity that considers customers as most important company assets. In this hyper-competitive business environment, the need to obtain competitive advantage and retain customers has led...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
2010
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI3397757 |