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

Jamil Bojei, +3 more
- 01 May 2013 - 
- Vol. 12, Iss: 3, pp 171-181
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TLDR
In this article, the relationship between customer service, loyalty/rewards programs, customization, personalization, brand/store community and customer retention was examined via an empirical investigation of 450 loyalty program members of three retail stores in Malaysia.
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. Copyright © 2013 John Wiley & Sons, Ltd.

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The empirical link between relationship marketing tools and consumer retention in
retail marketing
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.
Keyword:
Marketing tools; Consumer services; Customer retention; Retail marketing.
Citations
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References
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Journal ArticleDOI

Measuring service quality: a reexamination and extension

J. Joseph Cronin, +1 more
- 01 Jul 1992 - 
TL;DR: In this paper, the authors investigate the conceptualization and measurement of service quality and the relationships between service quality, consumer satisfaction, and purchase intentions, and investigate the relationship between the two factors.
Journal ArticleDOI

Sense of community: A definition and theory

David W. McMillan, +1 more
- 01 Jan 1986 - 
TL;DR: In this article, the authors describe the dynamics of the sense-of-community force and describe the process by which these elements work together to produce the experience of sense of community.
Journal ArticleDOI

The American Customer Satisfaction Index: Nature, Purpose, and Findings

Claes Fornell, +4 more
- 01 Oct 1996 - 
TL;DR: The American Customer Satisfaction Index (ACSI) as discussed by the authors is a new market-based performance measure for firms, industries, economic sectors, and national economies that measures the satisfaction of customers.
Journal ArticleDOI

Relationship marketing of services—growing interest, emerging perspectives

Leonard L. Berry, +1 more
- 01 Sep 1995 - 
TL;DR: A baker's dozen of researchable questions suggests some future directions for relationship marketing are discussed in this article, including targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders and building trust as a marketing tool.
Book

Mass Customization: The New Frontier in Business Competition

Suresh Kotha
TL;DR: The authors reviewed the book "Mass Customization: The New Frontier in Business Competition" by B. Joseph Pine II and found it to be a good introduction to the field of customization.
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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 findings provided valuable insights into the loyalty program management practices of retail stores in a developing country context.