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| Author: | Peng, L.Y. Wang, Q. |
| Title: | Impact of relationship marketing tactics (RMTs) on switchers and stayers in a competitive service industry |
| Journal: | Journal of Marketing Management
2006 : FEB, VOL. 22:1-2, p. 25-59 |
| Index terms: | relationship marketing reputation service quality |
| Language: | eng |
| Abstract: | This paper investigates the questions as to what, why and how various relationship marketing tactics (RMTs) differentially influence consumers' decision to stay, or to switch their dervice providers? The authors also explore the customers' perceived level of impact of the various RMTs on their decision to choose service providers. |
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