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Loyalty in service industry, remained elusive for many researchers, especially in Indian context. This book is a maiden attempt in India to unravel the factors behind the service loyalty framework through an empirical analysis in a globally competitive industry, namely, retail banking sector. The reason behind the choice is that this industry is a major infrastructural component of an economy, potentially making the findings applicable to other developing economies. This book attempted to develop a Service Loyalty Relationship Model for the banking sector, which may well result in information...

The pervasive growth of Internet usage in India on a global scale is second to none in the past decade. The confluence of rapid economic development in India elevated the end users of internet browsing levels as a potential growth region for the 21st Century. At this crucial juncture a book addressing the right concerns of stakeholders in this realm considered to be highly effective. Therefore the authors of this book take pride in presenting an honest endeavour to this end. It is expected that these results help both extend the existing research frontier, and understand practical...