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The empirical link between relationship marketing tools and consumer retention in retail marketing
Author(s) -
Bojei Jamil,
Julian Craig C.,
Wel Che Aniza Binti Che,
Ahmed Zafar U.
Publication year - 2013
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1408
Subject(s) - business , marketing , personalization , relationship marketing , customer retention , loyalty business model , context (archaeology) , loyalty , brand loyalty , advertising , service (business) , customer advocacy , marketing management , service quality , paleontology , biology
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.