📄 Abstract
The traditional transactional marketing approach focuses on the completion of transactions for generating profits. The relationship marketing paradigm emphasizes the creation of enduring and long-term relationships with key clients. Companies employ several tools for enhancing customer loyalty. The present study investigates the influence of commitment, satisfaction, and trust on loyalty. The study also controls for the effect of age and gender on proposed relationships. Data was collected from 846 mobile phone users. Smart PLS was used to test the structural model. Results found a significant influence of commitment, satisfaction, and trust on loyalty. Age and gender were found to have no effect on loyalty.
🏷️ Keywords
📚 How to Cite:
Harsandaldeep Kaur, Nidhi Sabharwal , INFLUENCE OF COMMITMENT, SATISFACTION AND TRUST ON LOYALTY WITH CONTROL EFFECT OF AGE AND GENDER , Volume 12 , Issue 5, may 2024, EPRA International Journal of Economic and Business Review(JEBR) , DOI: https://doi.org/10.36713/epra17139