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

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

Research output: Contribution to journalArticle

23 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)171-181
Number of pages11
JournalJournal of Consumer Behaviour
Volume12
Issue number3
DOIs
Publication statusPublished - May 2013

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Marketing
Reward
Practice Management
Malaysia
Developing Countries
Retention (Psychology)

ASJC Scopus subject areas

  • Applied Psychology
  • Social Psychology

Cite this

The empirical link between relationship marketing tools and consumer retention in retail marketing. / Bojei, Jamil; Julian, Craig C.; Che Wel, Che Aniza; Ahmed, Zafar U.

In: Journal of Consumer Behaviour, Vol. 12, No. 3, 05.2013, p. 171-181.

Research output: Contribution to journalArticle

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