The effect of customer retention programs on re-patronage intention: a case of Muar Traders Hotel / Nurulain Atan

• Main Author: Atan, Nurulain
• Format: Student Project
• Language: English
• Published: 2010
• Subjects: Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/30500/1/30500.pdf; http://ir.uitm.edu.my/id/eprint/30500/

As market growth slows or as markets become more competitive and level of switching costs increases, 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 per...