Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services

• Main Authors: Abid, M.F., Siddique, J., Gulzar, A., Shamim, A., Dar, I.B., Zafar, A.
• Format: Article
• Published: Routledge 2022
• Online Access: http://scholars.utp.edu.my/id/eprint/33907/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142127454&doi=10.1080%2f10496491.2022.2143987&partnerID=40&md5=dc074e3ab39e7118fb51118d42ecefe7

This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional parad...