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Mediating effect of relationship quality on customer loyalty in franchising beverage store
African Journal of Business Management
The purpose of this study was to provide a casual model to explain the effect of relationship quality on customer loyalty via the mediating effect which might be provided by customer satisfaction. The 335 subjects were randomly selected from 49 franchising beverage stores in Taiwan. The proposed casual model of three variables was developed. Structure equation modelling was conducted to explore customer group homogeneously and examine the mediating effect. The results indicate that relationshipdoi:10.5897/ajbm11.933 fatcat:6hss4h2xxvepfphhbrjd3i72xm