Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
Banks are competing to grow their Gen Y market share. While internet banking is still the primary banking channel for Gen Y, Internet banking lacks physical interaction with banking employees, thus limiting any relationship-building effort with their customers. Therefore, bank needs a different sets...
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Main Author: | Ho, Jessica Sze Yin |
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Format: | Thesis |
Published: |
2016
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