Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnair...

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Bibliographic Details
Main Authors: Muhammad Adnan, Ather Ummad Khan, Raisham Hayee
Format: article
Language:EN
Published: CSRC Publishing 2021
Subjects:
Integrated Marketing Communication
Customer Satisfaction
Customer Loyalty
Product Innovation
Social responsibility of business
HD60-60.5
Business
HF5001-6182
Online Access:https://doaj.org/article/2bc4cf629aec4edfb0993fd6eaa37500
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