Nyadzayo, Munyaradzi W.; Leckie, Civilai; McDonald, Heath - In: Marketing Intelligence & Planning 34 (2016) 6, pp. 883-898
Purpose The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports organisations. In turn, the link between RQ and customer loyalty is examined. Acknowledging that customers develop a...