mixed material bibliography Hoboken, New Jersey John Wiley & Sons May/Jun 2013

p. 171 - 181 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. [ABSTRACT FROM AUTHOR] <br> 14720817 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 41490 2014-07-08 00:00:00 2014-07-08 00:00:00 machine generated