MKTEFFECT: A Multiple-item Scale for Measuring Marketing Effectiveness in American Consumer Banking through Customer Judgement
This paper by RD Sharma presents the development of a 33-item scale called MKTEFFECT for obtaining customer judgement on the efficacy of marketing efforts in American consumer banking.
2001 ◽
Vol 77
(2)
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pp. 203-220
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2012 ◽
Vol 29
(1)
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pp. 98-109
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2011 ◽
Vol 12
(3)
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pp. 214-236
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Development of a multiple-item scale for measuring customer satisfaction in travel agencies services
2004 ◽
Vol 25
(5)
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pp. 533-546
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2009 ◽
Vol 15
(4)
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pp. 227-244
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2012 ◽
Vol 23
(1)
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pp. 5-33
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2015 ◽
Vol 31
(11-12)
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pp. 1181-1206
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