Baumann, Chris; Elliott, Greg; Hamin, Hamin - In: International Journal of Bank Marketing 29 (2011) 3, pp. 247-267
Purpose – Customer loyalty is a focal concern for marketers who seek to identify its antecedents and causal structure with the aim of better understanding, predicting and managing loyalty. The purpose of this paper is to model both current behaviour (measured as share of wallet) and future...