The empirical link between relationship marketing tools and consumer retention in retail marketing

• Main Authors: Bojei, Jamil, Julian, Craig C., Che Wel, Che Aniza, Ahmed, Zafar U.
• Format: Article
• Language: English
• Published: Wiley 2013
• Online Access: http://psasir.upm.edu.my/id/eprint/30830/1/The%20empirical%20link%20between%20relationship%20marketing%20tools%20and%20consumer%20retention%20in%20retail%20marketing.pdf; http://psasir.upm.edu.my/id/eprint/30830/
• Institution: Universiti Putra Malaysia

This article focuses on the key relationship marketing tools of customer service, loyalty/rewards programs, brand/store community, personalization and customization, and their relationship with customer retention. The relationship between customer service, loyalty/rewards programs, customization, personalization, brand/store community and customer retention were examined via an empirical investigation of 450 loyalty/reward program members of three retail stores in Malaysia. The administration of the survey was personally administered but self-completed. Four of the five relationship marketing tools, namely, customer service, loyalty/rewards programs, brand/store community and personalization, had a significant positive relationship with customer retention. The findings provided valuable insights into the loyalty program management practices of retail stores in a developing country context.