000			02073nam a2200229 4500
003			APU
005			20230503004313.0
008			200818b2019 xxu||||| |||| 00| 0 eng d
050			_aPG-23-0171
100	0		_aSMRITI SANYUVATA REEBYE (TP045609) _946184
245	1	2	_aA STUDY ON THE CORRELATION BETWEEN RELATIONSHIP MARKETING TOOLS AND CUSTOMER RETENTION IN THE SKINCARE INDUSTRY IN KUALA LUMPUR, MALAYSIA / _cSMRITI SANYUVATA REEBYE.
260			_aKuala Lumpur : _bAsia Pacific University, _c2020.
300			_a64 pages : _billustrations ; _c30 cm.
502			_aA 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).
520			_aThe 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.
650		0	_aRelationship marketing. _947051
650		0	_aCustomer services _xManagement. _947052
650		0	_aCustomer relations _xManagement. _947053
700	0		_aMr. Jonathan Jeevan Strinivas _eSupervisor _947301
856	4	0	_uhttps://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/ _yAvailable in APres _z- Requires login to view
942			_2lcc _cUndergraduate Theses
999			_c383433 _d383433