Small and Medium Enterprises (SMEs) future development: a comprehensive review on customer retention programme in retaining customer loyalty

H.A. Mohd Abd Majid, S.N.F. Ahmad Sharif, S.N. Sulong, M Omar, S.N. Syed Yassin, R Raju, Z Zakaria, F Zakaria
2018 Journal of Fundamental and Applied Sciences  
Customer retention programme is a marketing strategy that aims to increase customer loyalty by giving benefits. This study aims to analyse the advantages and disadvantages of the typ of customer retention that may help to foster business among small and medium enterprises (SMEs) future development. This study reveals that advantage card is the most preferred programme, being the most common retention programme used by retail store o worldwide and the most suitable to be implemented in the
more » ... mented in the retail store operation. It concluded that, customer retention programme is should take this opportunity to improve customer loyalty and repu Customer retention programme is a marketing strategy that aims to increase customer loyalty by giving benefits. This study aims to analyse the advantages and disadvantages of the typ of customer retention that may help to foster business among small and medium enterprises (SMEs) future development. This study reveals that advantage card is the most preferred programme, being the most common retention programme used by retail store o worldwide and the most suitable to be implemented in the retail store operation. It concluded that, customer retention programme is crucial to customer loyalty, and the retailer should take this opportunity to improve customer loyalty and repurchase behaviour. small and medium enterprises (SMEs); customer retention program; advantage card; monetary reward. Customer retention programme is a marketing strategy that aims to increase customer loyalty by giving benefits. This study aims to analyse the advantages and disadvantages of the types of customer retention that may help to foster business among small and medium enterprises (SMEs) future development. This study reveals that advantage card is the most preferred programme, being the most common retention programme used by retail store operators worldwide and the most suitable to be implemented in the retail store operation. It can to customer loyalty, and the retailer rchase behaviour. small and medium enterprises (SMEs); customer retention program; loyalty;
doi:10.4314/jfas.v9i5s.70 fatcat:z5xzksensbehhf76ukargsngjq