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Title: Understanding customer loyalty and its antecedents : an analysis from the mobile phone market
Authors: Lai, Shui Fa
Teo, Yu Shan
Tay, Gui Wen
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2005
Abstract: Several scholars have highlighted the importance of enhancing customer loyalty, a topic of high interest in academia and practice, as a prerequisite for effective marketing to increase profits. This study adds to existing literature by exploring the antecedents of customer loyalty.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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