Antecedents of brand loyalty in the commercial airline industry : a case study in the Malaysian context /

Building and maintaining long-term relationship with customers is a key element of the relationship marketing philosophy, this requires an understanding of the customerfirm interaction. The concept of brand loyalty can be employed to emphasis the attitudinal and behavioural aspects of this relations...

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Bibliographic Details
Main Author: Mustapha, Hadj Smail
Format: Thesis
Published: Kuala Lumpur: Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, 2013
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