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EXPLORING THE MODERATING EFFECTS OF RELATIONSHIP INERTIA AND SWITCHING COST ON CR M PERFORMANCE-CUSTOMER SATISFACTION- RETENTION LINK: EMPIRICAL EVIDENCE FROM INDIAN BANKING INDUSTRY
Customer relationship management (CRM) has transformed the relationship between a buyer and a seller, particularly in intangible business transactions (service industry). It’s high time that impact of CRM performance on customer satisfaction-retention link should be assessed. The purpose of this pap...
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| Médium: | Journal Article |
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Abhigyan
2013
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