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The Antecedents And Consequences Of Customer Loyalty: The Roles Of Customer Satisfaction And Consumer Trust -Commitment, Sergio Alonso
The Antecedents And Consequences Of Customer Loyalty: The Roles Of Customer Satisfaction And Consumer Trust -Commitment, Sergio Alonso
Theses and Dissertations - UTB/UTPA
The objective of this dissertation is to develop and test a model of customer loyalty. This model can help explain the process that a customer follows to pledge loyalty, sometimes even subconsciously, to a product or service provider. From the provider's perspective, this process enables a firm to have a superior marketing performance based on the consideration that a loyal customer always is going to repurchase from the same provider. The whole model is composed of two sides: the firm and the consumer side. The firm is the entity that starts the process with the production of a consumer value …