Journal of Retailing · 2011 · 33 citations · 94 references
BusinessMarketingMarketing ManagementConsumer BehaviorCustomer Relationship ManagementRelationship MarketingCustomer EngagementCustomer SatisfactionRelationship CommitmentRelationship MaintenanceRelationship QualityRetail Consumer BehaviorConsumer RelationshipCustomer Relationship MarketingCustomer Response ModelingModerating Effects
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The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations
James H. McAlexander, John W. Schouten, Harold F. Koenig · Journal of Marketing · 2002 · 2.6K citations
Customer satisfaction, customer retention, and market share
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