Relationship marketing: an S–O–R perspective emphasising the importance of trust in retail banking
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DOI: 10.1108/ijbm-08-2020-0417
Abstract: PurposeUsing the stimulus–organism–response (S–O–R) framework, this study investigates the role of trust (organism) in influencing the behavioural intentions (response) of emerging market retail banking customers, based on the banks' selected customer-focused efforts (stimuli) to influence… read more here.
Keywords: trust; focused efforts; customer; behavioural intentions ... See more keywords