Impact of Brand Loyalty on Improving Customer Retention – A Case Study on Tesco Malaysia
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 1
Abstract
The essence of this study deals with analyzing the brand loyalty level of the customers to retain them within the organization.175 randomly selected customers were used for survey data in Malaysia. In this study, both quantitative and qualitative method was used to improve research strength. This study evaluated the determinants of brand loyalty and also derived different dimensions of brand loyalty to retain customers. The researchers further investigated the impact of brand loyalty to retain customers. Most importantly, this study identified some issues for developing brand loyalty in a way to retain customers. Eventually, it has been found that promotional and service quality determinants of brand loyalty need to be implemented in any organization.
Authors and Affiliations
Mohammad RashedHasan Polas, Subrata Majumder, Mohammed Moin Uddin Reza, Md Azad Miah
Keywords
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- EP ID EP409541
- DOI 10.9790/487X-2001064048.
- Views 75
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