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You searched Library Catalogue - Publisher: Open Access College,
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Call Number (WOU)
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SP CEMBA 2013 72
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Author
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Gooi, Hun Pin William
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Title
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Marketing in the accounting and professional services industry in Malaysia – critical success factors in customer retention / Gooi Hun Pin William
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Abstract
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This paper is aimed at the study of critical success factors of customer retention in the accounting and professional services industry in Malaysia. Marketing efforts in the industry is predominantly based on cost factors, that is, keeping the cost of services low for customers. Due to various challenges facing the industry however, it is imperative that organisations within the industry seek to better understand the dynamics of marketing in this industry in order to find more effective ways of retaining their existing customers.
Through the course of the study, the effects of four (4) factors or variables (including Cost of Services) on customer retention in the industry is explored. It is discovered that the other variables (apart from Cost of Services) are equally viable as alternatives to traditional cost-based approaches in marketing and customer retention in the industry. The paper also makes several recommendations towards the improvement of customer retention in the industry.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013.
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Physical Description
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1 online resource ( 85pages) : illustrations, text file, PDF.
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Subject
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Marketing -- Malaysia
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Subject
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Accounting
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Subject
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Professional industry
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