Discriminant Analysis of Antecedents of Customer Retention in Malaysian Retailing

Craig C. Julian, Zafar U. Ahmed, Che Aniza Che Wel, Jamil Bojei

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

This article examines the applied dimensions of relationship marketing, namely, customer service, loyalty/rewards programs, personalization, customization, and brand/store community with different customer retention levels in three retail stores in Malaysia. The relationship between customer service, loyalty/rewards programs, customization, personalization, and brand/store community with customer retention were examined via an empirical investigation of 450 loyalty/reward program members of three retail stores in Malaysia. The survey was personally administered but self-completed. All variables, namely, customer service, loyalty/rewards programs, customization, personalization, and brand/store community, were able to significantly discriminate between high and low customer retention levels. Retail managers in a developing country like Malaysia must be aware of the importance of these applied dimensions of relationship marketing (i.e., what can be done or practiced by the retailer to manage and enhance customer relationships) and how they impact customer retention levels.

Original languageEnglish
Pages (from-to)190-204
Number of pages15
JournalJournal of Transnational Management
Volume20
Issue number3
DOIs
Publication statusPublished - 3 Jul 2015

Fingerprint

retailing
discriminant analysis
customer
loyalty
reward
marketing
personalization
Malaysia
developing world
community
programme
services
developing country
manager

Keywords

  • brand/store community
  • customer retention
  • customer service
  • customization
  • loyalty/rewards programs
  • personalization

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Development
  • Management, Monitoring, Policy and Law

Cite this

Discriminant Analysis of Antecedents of Customer Retention in Malaysian Retailing. / Julian, Craig C.; Ahmed, Zafar U.; Che Wel, Che Aniza; Bojei, Jamil.

In: Journal of Transnational Management, Vol. 20, No. 3, 03.07.2015, p. 190-204.

Research output: Contribution to journalArticle

Julian, Craig C. ; Ahmed, Zafar U. ; Che Wel, Che Aniza ; Bojei, Jamil. / Discriminant Analysis of Antecedents of Customer Retention in Malaysian Retailing. In: Journal of Transnational Management. 2015 ; Vol. 20, No. 3. pp. 190-204.
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