Gamification and Customer Churn among Millennials in Klang Valley: The Mediating Role of Loyalty and Brand Attractiveness
In the competitive and increasingly digitalised business environment today, customer retention has become a critical concern, particularly among Millennials who demonstrate high churn tendencies and strong digital expectations. This study investigates the impact of gamification elements on customer...
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| Format: | Thesis |
| Language: | en en |
| Published: |
2025
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| Online Access: | http://ur.aeu.edu.my/1437/1/Thesis%20Si%20Chong%20En.pdf http://ur.aeu.edu.my/1437/2/Thesis%20Si%20Chong%20En-1-24.pdf http://ur.aeu.edu.my/1437/ https://online.fliphtml5.com/sppgg/pitw/?1768549806361 |
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