Does Service Quality Impact Word of Mouth, Customer Loyalty and Customer Retention Through Consumer Engagement: Evidence from Pakistan
Keywords:
Service Quality, Consumer Engagement, Word of Mouth, Customer Loyalty, Customer Retention.Abstract
The banking industry is a key contributor to the advancement of society as whole, offers useful tools such as resources and financial services. In light of social exchange theory, the study examined the impact of service quality (SQ) on word of mouth (WOM), customer loyalty (CL) and customer retention (CR) with mediating effect of consumer engagement (CE). Population for this study was customers of banks and primary data were collected with help of structured questionnaire. Out of 500 questionnaires, 380 complete filled questionnaires were received. Descriptive, correlation test were performed with help of SPSS-20. Measurement model and Structural model were performed with help of Partial Least Square (PLS-4). The study contains one independent (SQ) variable, one mediating (CE) and three dependent variables (WOM, CL and CR). The results showed that SQ has significant and positive impact on WOM, CL and CR. It also found a positive impact of CE on WOM, CL and CR. Moreover, CE mediates among SQ and WOM, CL and CR. Managers may have to improve the services that will help to build a sound relationship with the customers. Financial institutions (banks) should focus on SQ while making strategies in order to achieve a unique position in the market. The study has theoretical and managerial implications.
References
Abdul, Abdul Mahmoud. "Disclosure Techniques for Customer Experience Exploratory Study of the Sample Opinions of Administrative Leaders in the Middle East Bank for Investment." Tikrit Journal Of Administration and Economic Sciences 3, no. 43 (2019): 121.
Abdullah, Omer, Tahir Sufi, and Sanjeev Kumar. "Impact of Food and Beverage Quality and Service Quality Towards Customer Satisfaction and Customer Retention, a Study of Five-Star Hotels." International Journal of Professional Business Review: Int. J. Prof. Bus. Rev. 8, no. 5 (2023): 98.
Abror, Abror, Dina Patrisia, Yunita Engriani, Susi Evanita, Yasri Yasri, and Shabbir Dastgir. "Service Quality, Religiosity, Customer Satisfaction, Customer Engagement and Islamic Bank’s Customer Loyalty." Journal of Islamic Marketing (2019).
Agarwal, PK. "Drivers of Bank/Branch Switching Intentional Behaviour in Retail Banking: Evidence from Indian Banking Customers." Marketing and Consumer Research 54 (2019): 2422-8451.
Agyei, James, Shaorong Sun, Eugene Abrokwah, Emmanuel Kofi Penney, and Richmond Ofori-Boafo. "Influence of Trust on Customer Engagement: Empirical Evidence from the Insurance Industry in Ghana." SAGE Open 10, no. 1 (2020): 2158244019899104.
Ahn, Jiseon, and Ki-Joon Back. "Antecedents and Consequences of Customer Brand Engagement in Integrated Resorts." International Journal of Hospitality Management 75 (2018): 144-52.
Alavijeh, Mohammad Reza Karimi, Ahmad Esmaeili, Akbar Sepahvand, and Vida Davidaviciene. "The Effect of Customer Equity Drivers on Word-of-Mouth Behavior with Mediating Role of Customer Loyalty and Purchase Intention." Engineering Economics 29, no. 2 (2018): 236-46.
Alshamsi, Aisha, Muhammad Alshurideh, Barween Al Kurdi, and Said A Salloum. "The Influence of Service Quality on Customer Retention: A Systematic Review in the Higher Education." Paper presented at the International Conference on Advanced Intelligent Systems and Informatics, 2020.
Arbelo-Pérez, Marta, Antonio Arbelo, and Pilar Pérez-Gómez. "Impact of Quality on Estimations of Hotel Efficiency." Tourism Management 61 (2017): 200-08.
Bahri-Ammari, Nedra, and Anil Bilgihan. "Customer Retention to Mobile Telecommunication Service Providers: The Roles of Perceived Justice and Customer Loyalty Program." Int. J. Mob. Commun. 17, no. 1 (2019): 82-107.
Barbera, Michael, Gavin Northey, Felix Septianto, and Daniela Spanjaard. "Those Prices Are Hot! How Temperature-Related Visual Cues Anchor Expectations of Price and Value." Journal of Retailing and Consumer Services 44, no. C (2018): 178-81.
Bazi, Saleh, Raffaele Filieri, and Matthew Gorton. "Social Media Content Aesthetic Quality and Customer Engagement: The Mediating Role of Entertainment and Impacts on Brand Love and Loyalty." Journal of Business Research 160 (2023): 113778.
Becker, Larissa, and Elina Jaakkola. "Customer Experience: Fundamental Premises and Implications for Research." Journal of the Academy of Marketing Science 48, no. 4 (2020): 630-48.
Bhatt, J, and B Patel. "Exploring Customer Experience in Service Sector to Convert Customers into Advocates: An Exploratory Research with Special Reference to Indian Retail Banks." Our Heritage 68, no. 1 (2020): 9270-77.
Chang, Chia-Wen, Heng-Chiang Huang, Shih-Ju Wang, and Han Lee. "Relational Bonds, Customer Engagement, and Service Quality." The Service Industries Journal 41, no. 5-6 (2021): 330-54.
Chin, Wynne W. "Commentary: Issues and Opinion on Structural Equation Modeling." vii-xvi: JSTOR, 1998.
Cohen, J. "Statistical Power Analysis for the Behavioral Sciences. Howick Place." London: Routledge, 1998.
Dhasan, Darwin, and Mayuree Aryupong. "Effects of Product Quality, Service Quality and Price Fairness on Customer Engagement and Customer Loyalty." ABAC Journal 39, no. 2 (2019).
Dost, Florian, Ulrike Phieler, Michael Haenlein, and Barak Libai. "Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods." Journal of Marketing 83, no. 2 (2019): 62-81.
Elgarhy, Sayed Darwish, Wael Mohamed Abdel Naby Abdel Rahieem, and Mostafa Abdulmawla. "Influences of Gamification on Repurchase Intention and Intrinsic Motivations in Egyptian Hotels and Travel Agencies: The Mediating Role of Customer Engagement." Journal of Quality Assurance in Hospitality & Tourism (2023): 1-23.
Fatma, Mobin, and Imran Khan. "Impact of Csr on Customer Citizenship Behavior: Mediating the Role of Customer Engagement." Sustainability 15, no. 7 (2023): 5802.
Fazal-e-Hasan, Syed Muhammad, Ian N Lings, Gary Mortimer, and Larry Neale. "How Gratitude Influences Customer Word-of-Mouth Intentions and Involvement: The Mediating Role of Affective Commitment." Journal of Marketing Theory and Practice 25, no. 2 (2017): 200-11.
Fernandes, Teresa, and Teresa Pinto. "Relationship Quality Determinants and Outcomes in Retail Banking Services: The Role of Customer Experience." Journal of Retailing and Consumer Services 50 (2019): 30-41.
Fida, Irshad, Muhammad Ziaullah, Fahad Zain, Ali Danyal, and Yasir Sattar. "Investigation of Customer Experience, Customer Engagement, Corporate Reputation and Word of Mouth in Banking Sector: Evidence from Pakistan." Journal of Social Sciences Review 3, no. 1 (2023): 846-58.
Gabbianelli, Linda, and Tonino Pencarelli. "On-Campus Accommodation Service Quality: The Mediating Role of Students' Satisfaction on Word of Mouth." The TQM Journal (2023).
Gaberamos, Orlando, and Lamhot Henry Pasaribu. "The Effect of Information Quality, Customer Experience, Price, and Service Quality on Purchase Intention by Using Customer Perceived Value as Mediation Variables (Study on Gofood Applications on the Millenial Generation)." Jurnal Mantik 5, no. 4 (2022): 2470-80.
Geisser, Seymour. "A Predictive Approach to the Random Effect Model." Biometrika 61, no. 1 (1974): 101-07.
Gildin, Suzana Z. "Understanding the Power of Word-of-Mouth." RAM. Revista de Administração Mackenzie 4 (2022): 92-106.
Götz, Oliver, Kerstin Liehr-Gobbers, and Manfred Krafft. "Evaluation of Structural Equation Models Using the Partial Least Squares (Pls) Approach." In Handbook of Partial Least Squares: Concepts, Methods and Applications, 691-711: Springer, 2009.
Gozukara, Izlem, and Osman Yildirim. "The Effect of Perceived Corporate Reputation of a Turkish University on Affective Commitment of Students." International Journal of Academic Research in Business and Social Sciences 5, no. 11 (2015): 78-93.
Hair, Joe F, Christian M Ringle, and Marko Sarstedt. "Pls-Sem: Indeed a Silver Bullet." Journal of Marketing theory and Practice 19, no. 2 (2011): 139-52.
Hair, Joseph F, Rolph E Anderson, Barry J Babin, and Wiiliam C Black. "Multivariate Data Analysis: A Global Perspective (Vol. 7)." Upper Saddle River, NJ: Pearson, 2010.
Hair Jr, Joe F, Marko Sarstedt, Lucas Hopkins, and Volker G Kuppelwieser. "Partial Least Squares Structural Equation Modeling (Pls-Sem): An Emerging Tool in Business Research." European business review (2014).
Hair, Jr, Joe F, Marko Sarstedt, Lucy M Matthews, and Christian M Ringle. "Identifying and Treating Unobserved Heterogeneity with Fimix-Pls: Part I–Method." European business review 28, no. 1 (2016): 63-76.
Hamenda, Andress. "An Integrated Model of Service Quality, Price Fairness, Ethical Practice and Customer Perceived Values for Customer Satisfaction of Sharing Economy Platform." International Journal of Business and Society 19, no. 3 (2018): 709-24.
Handini, S, and E Ruswanti. "Effect of Service Quality Word of Mouth with Mediation Patient Satisfaction And." Paper presented at the Conference on Management and Behavioral Studies, 2016.
Hapsari, Raditha, Michael D Clemes, and David Dean. "The Impact of Service Quality, Customer Engagement and Selected Marketing Constructs on Airline Passenger Loyalty." International Journal of Quality and Service Sciences (2017).
Harrigan, Paul, Uwana Evers, Morgan P Miles, and Tim Daly. "Customer Engagement and the Relationship between Involvement, Engagement, Self-Brand Connection and Brand Usage Intent." Journal of Business Research 88 (2018): 388-96.
Hayati, S, A Suroso, S Suliyanto, and M Kaukab. "Customer Satisfaction as a Mediation between Micro Banking Image, Customer Relationship and Customer Loyalty." Management Science Letters 10, no. 11 (2020): 2561-70.
Hollebeek, Linda D, Jodie Conduit, and Roderick J Brodie. "Strategic Drivers, Anticipated and Unanticipated Outcomes of Customer Engagement." 393-98: Taylor & Francis, 2016.
Hoyle, Rick H. "The Structural Equation Modeling Approach: Basic Concepts and Fundamental Issues." (1995).
Hsu, Li-Chun. "Investigating Effect of Service Encounter, Value, and Satisfaction on Word of Mouth: An Outpatient Service Context." International journal of environmental research and public health 15, no. 1 (2018): 132.
Iqbal, Qaisar, and Siti Hasnah Hassan. "A Dyadic Analysis of Salespersons and Customers in Banking Sector: Humor Usage, Word of Mouth and Expectation of Continuity." International Academic Journal of Business Management 5, no. 3 (2018): 109-20.
Islam, Jamid Ul, Linda D Hollebeek, Zillur Rahman, Imran Khan, and Aaleya Rasool. "Customer Engagement in the Service Context: An Empirical Investigation of the Construct, Its Antecedents and Consequences." Journal of Retailing and Consumer Services 50 (2019): 277-85.
Janahi, Mohamed Abdulnaser, and Muneer Mohamed Saeed Al Mubarak. "The Impact of Customer Service Quality on Customer Satisfaction in Islamic Banking." Journal of Islamic Marketing (2017).
Jasin, Mochammad. "The Role of Social Media Marketing and Electronic Word of Mouth on Brand Image and Purchase Intention of Smes Product." Journal of Information Systems and Management (JISMA) 1, no. 4 (2022): 54-62.
Jham, Vimi. "Customer Satisfaction, Service Quality, Consumer Demographics and Word of Mouth Communication Perspectives: Evidence from the Retail Banking in United Arab Emirates." Academy of Marketing Studies Journal 22, no. 3 (2018): 1-17.
Kaura, Vinita, Ch S Durga Prasad, and Sourabh Sharma. "Service Quality, Service Convenience, Price and Fairness, Customer Loyalty, and the Mediating Role of Customer Satisfaction." International journal of bank marketing (2015).
Khan, Imran, Linda D Hollebeek, Mobin Fatma, Jamid Ul Islam, Raouf Ahmad Rather, Shadma Shahid, and Valdimar Sigurdsson. "Mobile App Vs. Desktop Browser Platforms: The Relationships among Customer Engagement, Experience, Relationship Quality and Loyalty Intention." Journal of Marketing Management 39, no. 3-4 (2023): 275-97.
Khan, Rizwan Ullah, Yashar Salamzadeh, Qaisar Iqbal, and Shaohua Yang. "The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction." Journal of Relationship Marketing 21, no. 1 (2022): 1-26.
Koay, Kian Yeik, Chee Wei Cheah, and Yi Xuan Chang. "A Model of Online Food Delivery Service Quality, Customer Satisfaction and Customer Loyalty: A Combination of Pls-Sem and Nca Approaches." British Food Journal (2022).
Kosiba, John Paul, Henry Boateng, Abednego Feehi Okoe, and Robert Hinson. "Trust and Customer Engagement in the Banking Sector in Ghana." The Service industries journal 40, no. 13-14 (2020): 960-73.
Kotler, Philip, and Gary Armstrong. "Principles of Marketing. Pearson Education." Inc Upper Saddle River, New Jersey USA (2010).
Kumar, Suman, and Binoti Patro. "A Conspectus Study on the Blockchain Technology in Indian Banking Sector." In Interdisciplinary Research in Technology and Management, 336-41: CRC Press, 2021.
———. "A Conspectus Study on the Blockchain Technology in Indian Banking Sector." Interdisciplinary Research in Technology and Management (2021): 336-41.
Laghouag, Abderrazak Ahmed. "Assessing the Impact of E-Entrepreneurship Orientation Key Success Factors on Banks’ Performance." Management and Entrepreneurship: Trends of Development 1, no. 19 (2022): 98-113.
Langat, Daniel Kipkirui, Ronald Bonuke, and Yusuf Kibet. "Mobile Banking Service Quality and Customer Retention: A Moderated Mediation Model of Customer Perceived Value and Perceived Corporate Image." SEISENSE Journal of Management 4, no. 4 (2021): 47-61.
Lolia, Edith-Onajite, and Ihunwo Elvis. "Service Quality and Customer Retention in Deposit Money Banks in Port Harcourt, Rivers State, Nigeria." American Journal of Economics and Business Management 5, no. 2 (2022): 27-41.
Makudza, Forbes. "Augmenting Customer Loyalty through Customer Experience Management in the Banking Industry." Journal of Asian Business and Economic Studies (2020).
Malhotra, Naresh K. "Marketing Research an Applied Orientation 4th Ed." (2004).
Manyanga, Wilbert, Charles Makanyeza, and Zororo Muranda. "The Effect of Customer Experience, Customer Satisfaction and Word of Mouth Intention on Customer Loyalty: The Moderating Role of Consumer Demographics." Cogent Business & Management 9, no. 1 (2022): 2082015.
Markovic, Stefan, Oriol Iglesias, Yuqian Qiu, and Mehdi Bagherzadeh. "The Csr Imperative: How Csr Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness." Business & Society 61, no. 7 (2022): 1773-803.
Moliner, Miguel Ángel, Diego Monferrer-Tirado, and Marta Estrada-Guillén. "Consequences of Customer Engagement and Customer Self-Brand Connection." Journal of Services Marketing (2018).
Morgan, George A, Nancy L Leech, Gene W Gloeckner, and Karen C Barrett. Spss for Introductory Statistics: Use and Interpretation. Psychology Press, 2004.
Moriuchi, Emi. "Okay, Google!: An Empirical Study on Voice Assistants on Consumer Engagement and Loyalty." Psychology & Marketing 36, no. 5 (2019): 489-501.
Mukerjee, Kaushik. "The Impact of Brand Experience, Service Quality and Perceived Value on Word of Mouth of Retail Bank Customers: Investigating the Mediating Effect of Loyalty." Journal of Financial Services Marketing 23, no. 1 (2018): 12-24.
Mulari, Anna, and Hanna Komulainen. "Online Customer Experience and Its Management as a Competitive Advantage in the Finnish Banking Sector." Oulu, Finlandiye: Oulun Yliopisto University of Oulu Busıness School …, 2019.
Nair, Girish Karunakaran, and Nidhi Choudhary. "The Impact of Service Quality on Business Performance in Qatar-Based Hotels: An Empirical Study." The Journal of Hospitality Financial Management 24, no. 1 (2016): 47-67.
Nugroho, Samuel, Sesilya Kempa, and Togar Wiliater Soaloon Panjaitan. "Logistic Service Quality and Customer Satisfaction to Customer Retention on Rice Producer Industry." Paper presented at the SHS Web of Conferences, 2020.
Özkan, Pınar, Seda Süer, İstem Köymen Keser, and İpek Deveci Kocakoç. "The Effect of Service Quality and Customer Satisfaction on Customer Loyalty: The Mediation of Perceived Value of Services, Corporate Image, and Corporate Reputation." International Journal of Bank Marketing 38, no. 2 (2020): 384-405.
Paparoidamis, Nicholas G, Constantine S Katsikeas, and Ruben Chumpitaz. "The Role of Supplier Performance in Building Customer Trust and Loyalty: A Cross-Country Examination." Industrial marketing management 78 (2019): 183-97.
Raeisi Ziarani, Morteza, Nicki Janpors, and Seyed Masoud Taghavi. "Investigation of the Effect of Customer Journey Experience on Customer Engagement Considering the Mediating Role of Customer Trust." Paper presented at the 5th International Conference on Brand Marketing, Challenges and Opportunities, 2023.
Rahmatulloh, Muchammad Zaenal Arifin, and Tina Melinda. "Analysis of the Effect of Service Quality and Customer Satisfaction on the Repurchase Intention, Word of Mouth and Customer Retention for Party Equipment Rental ˋˋSuyono" in Surabaya." KnE Social Sciences (2021): 46–56-46–56.
Rasool, Aaleya, Farooq Ahmad Shah, and Jamid Ul Islam. "Customer Engagement in the Digital Age: A Review and Research Agenda." Current Opinion in Psychology 36 (2020): 96-100.
Rasool, Aaleya, Farooq Ahmad Shah, and Muhammad Tanveer. "Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation." Journal of Internet Commerce 20, no. 3 (2021): 273-92.
Rather, Raouf Ahmad, and Mark Anthony Camilleri. "The Effects of Service Quality and Consumer-Brand Value Congruity on Hospitality Brand Loyalty." Anatolia 30, no. 4 (2019): 547-59.
Rather, Raouf Ahmad, Shehnaz Tehseen, and Shakir Hussain Parrey. "Promoting Customer Brand Engagement and Brand Loyalty through Customer Brand Identification and Value Congruity." Spanish Journal of Marketing-ESIC (2018).
Ricardianto, P, T Yanto, D Wardhono, P Fachrial, M Sari, A Suryobuwono, E Perwitasari, et al. "The Impact of Service Quality, Ticket Price Policy and Passenger Trust on Airport Train Passenger Loyalty." Uncertain Supply Chain Management 11, no. 1 (2023): 307-18.
Risdianto, GE. "Effect of Customer Satisfaction and Switching Barrier on Customer Loyalty with Customer Trust as Moderating Variables at Petra Togamas Bookstore Surabaya." Jurnal Manajemen Pemasaran 2, no. 2 (2017): 1-10.
Ryu, Kisang, and Jin-Soo Lee. "Examination of Restaurant Quality, Relationship Benefits, and Customer Reciprocity from the Perspective of Relationship Marketing Investments." Journal of Hospitality & Tourism Research 41, no. 1 (2017): 66-92.
Sağlam, Mehmet, and Soukaina El Montaser. "The Effect of Customer Relationship Marketing in Customer Retention and Customer Acquisition." International Journal of Commerce and Finance 7, no. 1 (2021): 191-201.
Saleem, Muhammad Abid, Asif Yaseen, and Allah Wasaya. "Drivers of Customer Loyalty and Word of Mouth Intentions: Moderating Role of Interactional Justice." Journal of Hospitality Marketing & Management 27, no. 8 (2018): 877-904.
Samosir, Vicktor Samuel, Didik J Rachbini, and Endi Rekarti. "The Effect of Promotion, Quality of Service and Security on Customer Retention Mediated by Customer Satisfaction on Ovo Application." Technium Soc. Sci. J. 21 (2021): 620.
Samudro, Andreas, Ujang Sumarwan, M Simanjuntak, and EZ Yusuf. "Perceived Quality and Relationship Quality as Antecedents and Predictors of Loyalty in the Chemical Industry: A Literature Review." European Scientific Journal 14, no. 28 (2018): 173-92.
Sashi, Carol M. "Customer Engagement, Buyer‐Seller Relationships, and Social Media." Management decision (2012).
Setiawan, Heri, and A Jalaludin Sayuti. "Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia." IOSR Journal of Business and Management (IOSR-JBM) 19, no. 5 (2017): 31-40.
Simanjuntak, Megawati, Nadia E Putri, Lilik N Yuliati, and Mohamad Fazli Sabri. "Enhancing Customer Retention Using Customer Relationship Management Approach in Car Loan Bussiness." Cogent Business & Management 7, no. 1 (2020): 1738200.
Situmorang, Syafrizal Helmi, Endang S Rini, and Iskandar Muda. "Customer Experience, Net Emotional Value and Net Promoter Score on Muslim Middle Class Women in Medan." International Journal of Economic Research 14, no. 20 (2017): 269-83.
Sivadas, Eugene, and Rupinder Paul Jindal. "Alternative Measures of Satisfaction and Word of Mouth." Journal of Services Marketing (2017).
So, Kevin Kam Fung, Ceridwyn King, Beverley A Sparks, and Ying Wang. "The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands." Journal of Travel Research 55, no. 1 (2016): 64-78.
Sukendia, Jacinda, and Nanang Harianto. "The Impact of E-Service Quality on Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 3 (2021): 3170-84.
Sun, Wenbin, and Jing Pang. "Service Quality and Global Competitiveness: Evidence from Global Service Firms." Journal of Service Theory and Practice (2017).
Tabrani, Mirza, Muslim Amin, and Ahmad Nizam. "Trust, Commitment, Customer Intimacy and Customer Loyalty in Islamic Banking Relationships." International Journal of Bank Marketing (2018).
Tram, Nguyen Le Ngoc. "Influence of Consumer Engagement on Word-of-Mouth: Empirical Evidence from the Tourism Industry in Vietnam." Journal of Tourism Management Research 8, no. 1 (2021): 101-16.
Valipour, Ali, Mahmoud Noraei, and Kamyar Kavosh. "A Meta-Analysis of Customer Loyalty in the Banking Services Industry." ASEAN Marketing Journal 10, no. 2 (2018): 137-55.
Vinzi, V Esposito, Wynne W Chin, Jörg Henseler, and Huiwen Wang. Handbook of Partial Least Squares. Vol. 201: Springer, 2010.
Wijaya, Daniel Tanu. "Analisa Pengaruh Content Marketing Terhadap Customer Retention Dengan Brand Experience Dan Customer Engagement Sebagai Variabel Intervening Pada Konsumen Rokok Sampoerna Di Surabaya." Jurnal Strategi Pemasaran 6, no. 2 (2019): 9.
Williams, CC, and N Mckay. "Affective Commitment, Trust, Perceived Value and Service Quality as Predictors of Customer Engagement in the South African Open Medical Aid Industry." The Retail and Marketing Review 18, no. 1 (2022): 98-110.
Wongkitrungrueng, Apiradee, and Nuttapol Assarut. "The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers." Journal of Business Research 117 (2020): 543-56.
Wright, Len Tiu, Margaret Crimp, and Daniella Ryding. The Marketing Research Process. Prentice Hall, 2000.
Zaid, Sudirman, and Patwayati PATWAYATI. "Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia." The Journal of Asian Finance, Economics and Business 8, no. 4 (2021): 983-92.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Ali Danyal, Fahad Zain, Irshad Fida, Muhammad Zaigham Abbas, Muhammad Rizwan Ali
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LEGALOPEDIA EDUCATINIA (PVT) LTD