The Impact of Relationship Marketing on Customer Loyalty in the Banking Sector

This research explores the impact of relationship marketing on customer loyalty in banking context. A survey of students of Universiti Utara Malaysia (UUM) and employees of Permintex Industries Sdn. Bhd was conducted to determine the significance and influence of the underpinnings of the relationshi...

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Bibliographic Details
Main Author: Nor Aza, Maulad Musa
Format: Thesis
Published: 2009
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