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Nigerian SMEs: Commitment and loyalty to their banks
(Journal of Financial Service Marketing, 2016-12-01)
Commitment has a crucial role to play in underpinning long-term business relationships, and as such, is well established in the related academic literature. Limited research does however exist pertaining to the specific ...
Business to Business (B2B) Relationship Assessment of Commitment and Behavioural Intention – Nigerian SME-banking Relationship”
(Academy of Marketing Conference 2016, 2016-07-07)
Purpose - It evaluates the role of the commitment between small and medium enterprises (SMEs) and their banks in Nigeria from the perspective of the senior SME employees. The antecedents to, and outcomes from, commitment ...