TY  - BOOK
AU  - SMRITI SANYUVATA REEBYE (TP045609)
AU  - Mr. Jonathan Jeevan Strinivas
TI  - A STUDY ON THE CORRELATION BETWEEN RELATIONSHIP MARKETING TOOLS AND CUSTOMER RETENTION IN THE SKINCARE INDUSTRY IN KUALA LUMPUR, MALAYSIA
AV  - PG-23-0171 
PY  - 2020///
CY  - Kuala Lumpur
PB  - Asia Pacific University
KW  - Relationship marketing
KW  - Customer services
KW  - Management
KW  - Customer relations
N1  - A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology & Innovation for the degree of B.A (Hons) in International Business Management (UC3F1906IBM)
N2  - The objective of this research is to investigate the relationship between relationship marketing tools and customer retention in Kuala Lumpur, Malaysia. To narrow down this study, three relationship  marketing  tools  namely  membership  programs,  community  creation  and influencers  will  be  specifically  used  to  investigate  the  correlation  between  relationship marketing tools and customer retention. This study aims to target men and women aged 18-46 years old residing in Kuala Lumpur. Data has been collected with the use of questionnaires. The Pearson Correlation Analysis and Multiple Linear Regression are used to examine the relationship between the independent variables and customer retention. Results showed that membership programs were significant to the increase in customer retention whilst community creation and influencers proved to be insignificant to customer retention
UR  - https://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/
ER  -