The impact of Customer Relationship Marketing (CRM) on customer loyalty in Holiday Inn, Melaka / Rosmalawaty Abdul Malek and Fathiah Abd Rahman

• Main Authors: Abdul Malek, Rosmalawaty, Abd Rahman, Fathiah
• Format: Student Project
• Language: English
• Published: 2015
• Subjects: Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty; Consumer satisfaction; Customer services. Customer relations
• Online Access: http://ir.uitm.edu.my/id/eprint/30690/1/30690.pdf; http://ir.uitm.edu.my/id/eprint/30690/

The title of this study is “The Impact of Customer Relationship Marketing ( CRM ) on Customer Loyalty in Holiday Inn, Melaka”. The first purpose of this study is to determine the current level of customer loyalty towards Holiday Inn, Melaka. There are five independent variables involved in this stud...