Browsing Makerere University Business School (MUBS) Collection by Title "Brand equity, switching costs, customer satisfaction and customer loyalty: A study among selected oil companies in Uganda"
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Brand equity, switching costs, customer satisfaction and customer loyalty: A study among selected oil companies in Uganda
(Makerere University, 2009)The purpose of this study sought to investigate the relationship between brand equity, customer satisfaction, switching costs and customer loyalty among commercial customers of several oil companies in Uganda. The methodology ...