The study seeks to establish the role of relationship marketing orientation of banks and
customer attributions of the transgression in customers' continuance intentions and loyalty …

Studies examining the interplay between brand transgression and brand forgiveness is
notably sparse especially in the context of Southeast Asian banking customers. The purpose …

Purpose–The purpose of this paper is to investigate the extent of customer switching and the
reasons that underlie customer‐switching intentions. The paper aims to focus on the various …

Purpose The purpose of this paper is to examine the relationship between brand equity and
customer behavioral intentions to repeat purchases, willingness to pay a price premium …

This paper aims to investigate the effects of BRAND CREDIBILITY on customer loyalty. First,
this study explores the effects of brand perception, including LOYALTY COMMITMENT …

This study aims to underpin the relationship marketing as an orientation to customer
retention. Further, this study undertakes the case study of banking sector from Sindh …

It is not all customers who contribute value to the firm's success. Firms often experience
customers who are not profitable or are difficult to work with, thus the need to consider …

Considerable attention is now given to the concept of relationships between service
providers and their customers due to the rapid changing marketing environment and in …

The study examines the effect of sales promotion and relationship marketing on customers'
retention in the telecommunication industry in Accra, Ghana. Convenience sampling …

Purpose This study aims to examine how brand transgression (BT) affects brand relationship
quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators …