Stephanie Hui-Wen Chuah, Malliga Marimuthu, and T. Ramayah, “THE CONTRIBUTION OF PERCEIVED FIRM MARKETING INNOVATION INITIATIVES TO CUSTOMER PERCEIVED VALUE AND LOYALTY: DOES SWITCHING EXPERIENCE REALLY MATTER?”, AAMJ, vol. 21, no. Supp. 1, pp. 1–23, Dec. 2016, doi: 10.21315/aamj2016.21.supp.1.1.