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Article: Relationship marketing management and satisfaction/loyalty: effects of gender, age, and income.(Survey)
- Article from:
- European Journal of Management
- Article date:
- September 22, 2008
- Author:
CopyrightCOPYRIGHT 2008 International Academy of Business and Economics. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
This paper synthesizes the literature on relationship marketing in the financial services area and develops a conceptual model and related hypotheses which suggest that differentiated service for relationship customers are expected to result in greater satisfaction, which, in turn, increases loyalty in terms of likelihood to reuse financial services and recommend them to others. Furthermore, this paper evaluates the extent to which key demographic variables moderate these relationships. The conceptual model and hypotheses were tested with data collected using questionnaires in a telephone survey setting. 1,149 customer responses were analyzed using a ...
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