Open AccessAnalysis of Factors That Influences Customer Retention in Unit Trust Industry
Author(s) -
P. Ravindran Pathmananathan,
Khairi Aseh
Publication year - 2021
Publication title -
archives of business research
Language(s) - English
Resource type - Journals
ISSN - 2054-7404
DOI - 10.14738/abr.96.10352
Subject(s) - business , marketing , unit (ring theory) , prosperity , loyalty , service quality , quality (philosophy) , service (business) , loyalty business model , relationship marketing , marketing management , psychology , economics , philosophy , mathematics education , epistemology , economic growth
Relationship Marketing has been perceived as an incredible method to fabricate a restrictive long haul relationship with their customers in the present powerful worldwide commercial center. Service quality is becoming increasingly important to a growing number of businesses. A unit trust's prosperity relies upon the skill and experience of the organization that oversees it. The aim of this research is to emphasise the significance of service quality in unit trust industry. This research was conducted using a questionnaire that was distributed to 200 customers of unit trust agents in Penang. It can be concluded that relationship marketing is essentially corresponded with service quality and consumer loyalty as well as client retention.