Do the roles of dedication, constraint, and temptation-based mechanisms
on customer loyalty vary for different length of relationship?

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Do the roles of dedication, constraint, and temptation-based mechanisms on customer loyalty vary for different length of relationship?

Achieving customer loyalty is a primary marketing goal, but cultivating loyalty and reaping its benefits remain ongoing challenges. Building on social exchange theory (SET) and the dedicationconstraint model, this study proposed a novel dedication-constraint-temptation model (DCTM) of customer lo...

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Bibliographic Details
Main Authors:	Chuah, Stephanie Hui-Wen, Rauschnabel, Philipp A., Thurasamy, Ramayah
Format:	Conference or Workshop Item
Language:	English
Published:	2017
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/36345/ http://eprints.usm.my/36345/1/stephanie_irssm8.pdf

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