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Consumer Loyalty Behaviour: What is Done and What Else to be Done
2014
SOP Transactions on Marketing Research
Preserved Fulltext
This study makes a review of more than forty studies to throw a light on literature relating to loyalty. Measures of loyalty and antecedents of loyalty are observed from previous literature. Also an idea is given regarding various areas on which further work can be made.
doi:10.15764/mr.2014.01001
fatcat:onn6z4zjz5ayph4aoliin5hefu