The traditional transactional marketing approach focuses on the completion of transactions for generating profits. The relationship marketing paradigm emphasizes the creation of enduring and long-term relationships with key clients. Companies employ several tools for enhancing customer loyalty. The present study investigates the influence of commitment, satisfaction, and trust on loyalty. The study also controls for the effect of age and gender on proposed relationships. Data was collected from 846 mobile phone users. Smart PLS was used to test the structural model. Results found a significant influence of commitment, satisfaction, and trust on loyalty. Age and gender were found to have no effect on loyalty.
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Kaur et al. (2024) studied this question.
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