Razzaq, Zohaib; Razzaq, Ali; Yousaf, Salman; Akram, Umair; … - In: Asia Pacific Journal of Marketing and Logistics 31 (2019) 4, pp. 980-1002
Purpose: The implementation of customer equity drivers (CED) as a crucial marketing tactic to surge customer loyalty intentions has received a considerable importance in the literature. However, most of the research done in the past has mainly centralized around western societies. To make it...