The empirical link between relationship marketing tools and consumer retention in retail marketing |
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| Authors: | Jamil Bojei Craig C. Julian Che Aniza Binti Che Wel Zafar U. Ahmed |
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| Affiliation: | 1. Graduate School of Management, Universiti Putra Malaysia, , Serdang, Selangor, Malaysia;2. Southern Cross Business School, Faculty of Business and Law, Southern Cross University, , Coolangatta, Queensland, 4225 Australia;3. Faculty of Economics and Business, Universiti Kebangsaan Malaysia, , Bangi, Selangor, Malaysia;4. College of Management Sciences, University of Dammam, , Dammam, Saudi Arabia |
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| Abstract: | 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. Copyright © 2013 John Wiley & Sons, Ltd. |
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