The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob

• Main Authors: Mohd Kamil, Ahmad Zulfa, Mahabob, Muhammad Afif
• Format: Student Project
• Language: English
• Published: Faculty of Business Management 2016
• Subjects: Business societies; Marketing
• Online Access: http://ir.uitm.edu.my/id/eprint/14642/1/PPb_AHMAD%20ZULFA%20MOHD%20KAMIL%20BM%2016_5.pdf; http://ir.uitm.edu.my/id/eprint/14642/
• Institution: Universiti Teknologi Mara

Intense competition in the business environment forces firms to look for the best approach to attract and create loyal customers. Relationship marketing is a strategy used by many firms to maintain long-term relationship with customers. Good implementation of relationship marketing strategies wil...