Question: Chapter 5 Activity 2 Discussion Board Activity Read the article provided in the following link http://www.venkyshankar.com/wp-content/uploads/2012/10/Lam_Shankar_Erramilli_Murthy_JAMS_2004.pdf (pages 293-297 only) (Another link to the article: http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?-c0f9-46d2-be0b-59390238e9e1%40sessionmgr4002&&

Chapter 5 Activity 2

Discussion Board Activity

Read the article provided in the following link http://www.venkyshankar.com/wp-content/uploads/2012/10/Lam_Shankar_Erramilli_Murthy_JAMS_2004.pdf (pages 293-297 only)

(Another link to the article: http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?-c0f9-46d2-be0b-59390238e9e1%40sessionmgr4002&&

http://www.uk.sagepub.com/clow/study/articles/PDFs/14_Lam.pdf )

Task: Read the article and

Define value, satisfaction and loyalty.
Briefly explain the relationship between customer value and satisfaction
Briefly explain the relationship between customer satisfaction and loyalty
Briefly explain the mediating role of customer satisfaction in the relationship between customer value and loyalty.

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