Revisiting the delight–loyalty link in a retail banking context – an emerging market perspective
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DOI: 10.1108/ajems-06-2023-0211
Abstract: PurposeThis study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of perceived employee service delivery skills, perceived value and trust in the… read more here.
Keywords: loyalty link; commitment; delight loyalty; calculative commitment ... See more keywords