A STUDY ON THE CORRELATION BETWEEN RELATIONSHIP MARKETING TOOLS AND CUSTOMER RETENTION IN THE SKINCARE INDUSTRY IN KUALA LUMPUR, MALAYSIA / SMRITI SANYUVATA REEBYE.
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TextPublication details: Kuala Lumpur : Asia Pacific University, 2020Description: 64 pages : illustrations ; 30 cmSubject(s): Relationship marketing | Customer services -- Management | Customer relations -- ManagementLOC classification: PG-23-0171Online resources: Available in APres - Requires login to view Dissertation note: 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). Summary: 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.
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APU Library Reference Collection | Undergraduate Theses | PG-23-0171 (Browse shelf (Opens below)) | 1 | Not for loan (Restricted access) | Available in APres | 00018615 |
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).
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.
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