What drives customer switching intention in Malaysian hotel industry? The hidden link
One of the challenges that marketers are currently facing is to understand the impact of self-congruity and functional congruity when it comes to switching intention. The relationship between self-congruity and loyalty is well documented in previous studies. However, there are scant studies that inv...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Inderscience Publishers
2020
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/90436/ http://dx.doi.org/10.1504/IJBIR.2020.109325 |
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