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

Jamil Bojei · Craig C Julian · Che Aniza Che Wel · Zafar Uddin Ahmed

83 citations0/0 files storedJournal of Consumer Behaviour

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Customer Service Quality and Loyalty Consumer Retail Behavior Studies Customer churn and segmentation

Abstract

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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References

1992Measuring Service Quality: A Reexamination and Extension 1996The American Customer Satisfaction Index: Nature, Purpose, and Findings 2001Brand Community 1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 2002Building Brand Community 2005The Social Influence of Brand Community: Evidence from European Car Clubs 1998Relational Benefits in Services Industries: The Customer's Perspective 1999Mass customization: The new frontier in business competition

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