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Customer satisfaction, novelty-seeking, and loyalty in intermittently available services
thesisposted on 2004-01-01, 00:00 authored by Rachna. Gandhi-Arora
The marketing literature identifies customer satisfaction as an immediate antecedent to customer loyalty. Recently, some marketing researchers have questioned the strength of this link. This thesis provides insight into the relationship between customer satisfaction and loyalty and determines the effects of moderating factors, particularly the need for variety, on the satisfaction-loyalty relationship.