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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 of value to all global banks as banking at present is more of globally integrated one. This book is an improvement over the previous works in deploying Structural Equation Modeling (SEM), perhaps for the first time in India, for analyzing the comprehensive nature of service loyalty and its antecedents. In sum, this book is an embodiment of a model development´ attempt in Indian retail banking perspective which manfully strove to contribute to the growing body of research on the loyalty-customer relationship based services marketing literature.

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Dr. J.Clement Sudhahar is an Associate Professor and Head-Marketing Area in the School of Management, Karunya University, Coimbatore, India. He has got nineteen years of experience in service industry and teaching. He has published over 50 articles and authored 5 books. His areas of interest are loyalty, employee and customer insights management.

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