relationships between a customer and his or her bank is becoming increasingly scarce (Levesque & McDougall, 1996). Even though there is a lot of companies have customize loyalty as a key strategy to survive, but they seem do not really understand the meaning and how to use it in an effective way. Many authors believe that determinants of loyalty are complex and dynamic, changing and growing over time (Johnson, Herrmann, and Huber, 2006). There are still numerals of essential gaps in understanding of the…
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