Abstract
This paper explores the duration of relationships between banks and commercial customers. An empirical investigation reveals that the past does not predict the future and that trust is the major explaining factor.
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- Conceptual Framework
- Empirical Investigation
- Commercial Banking
- Stepwise Regression Analysis
- Standardize Coefficient
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© 2015 Academy of Marketing Science
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Perrien, J., Ricard, L., Landry, C. (2015). Explaining the Duration of a Relationship: An Investigation in Commercial Baking. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_10
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DOI: https://doi.org/10.1007/978-3-319-17356-6_10
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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