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    • Customer accounting practices, antecedents and performance implications insights from the financial services industry in Kuwait
    Authors: Jafar, Ojra; Abdullah Promise, Opute; Abdulaziz M., Alsaqer;  Advisor: -;  Co-Author: - (2023)

    Competing effectively in the contemporary marketing landscape is becoming increasing challenging. Equally increasing therefore is the pertinence for organisations to be customer oriented. Academic discourse emphasises the need for more customer-oriented approach. Inspired by gaps in the literature, this study explores the contingency factors and performance implications of customer accounting in the Kuwaiti financial services industry.