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S. Durvasula, S. Lysonski, S. C. Mehta and B. P. Tang, “Forging Relationships with Services: The Antecedents that have an Impact on Behavioural Outcomes in the Life Insurance Industry,” Journal of Financial Services Marketing, Vol. 8, No. 4, 2004, pp. 314-326.
http://dx.doi.org/10.1057/palgrave.fsm.4770129
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