Journal of Business Research · 2018 · 48 citations · 88 references
BusinessMarketingMarketing ManagementCustomer Relationship ManagementRelationship MarketingStrategic MarketingChurn ManagementCustomer EngagementCustomer Experience ManagementCustomer LoyaltyCustomer RetentionCustomer SatisfactionCustomer Retention Management
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The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations
The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 10.6K citations
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