Factors that contribute to the effectiveness of Perodua customer retention program / Norfa'izah Safaruddin

• Main Author: Safaruddin, Norfa'izah
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2007
• Subjects: Market segmentation. Target marketing; Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Customer services. Customer relations
• Online Access: http://ir.uitm.edu.my/id/eprint/21491/1/PPb_NORFA%27IZAH%20SAFARUDDIN%20M%20BM%2007_5.pdf; http://ir.uitm.edu.my/id/eprint/21491/

As market growth slows or as markets become more competitive and level of switching costs increase, firms are more likely to attempt to maintain their market share by focusing on retaining current customers. Customer retention has been advocated as an easier and more reliable source of superior perf...