2018
DOI: 10.18844/gjbem.v7i3.2959
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Relationship marketing approach and customer perceived value: An empirical study in retail banks

Abstract: Abstract This paper studies what creates value for customers and how perceived value increases customers’ loyalty. An analytical model is presented and applied in the field of Moroccan retail banking industry. The model is tested through a quantitative study using data collected by an online questionnaire. A total of 200 customers of financial entities were surveyed, and 20 items were tested using the Structural Equation Modeling through Smart-PLS Approach. The results show that the relationship marketin… Show more

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