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| Article Name : | | | INTER LINKAGES BETWEEN CUSTOMER BONDING, CUSTOMER COMMITMENT AND POSITIVE WORD OF MOUTH IN BANKING SERVICES | | Author Name : | | | Antony Joseph K. , Mini Joseph | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ROR-641 | | Article : | |  | Author Profile | | Abstract : | | | Little attention has been paid by researchers on the significance of Word of Mouth (WOM) communication in banking services. The researchers have examined the inter-linkages between customer bonding, customer commitment and customers' positive WOM communications. Independent constructs were developed for all the three components under study and reliability and validity were examined. It is clearly established that customer bonding and customer commitment have significant impact on WOM communication of customers. Customer's readiness to express positive WOM varies on the basis of their demographic features like age and the level of income. | | Keywords : | | - Customer Commitment
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