Service Business · 2013 · 16 citations · 79 references
BusinessMarketingMarketing ManagementCustomer Relationship ManagementMarketing StrategyRelationship MarketingClient Relationship ManagementCustomer EngagementCustomer Interaction ManagementCustomer LoyaltyRelationship CommitmentRelationship ManagementContact Center ExperienceCustomer Contact Center ManagementCustomer Contact ManagementCustomer Relationship MarketingRelationship Marketing Strategy
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The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations