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You searched Library Catalogue - Title: Studying
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Call Number (WOU)
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SP CEMBA 2015 53
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Author
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Loke, Hon Toong
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Title
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Factors affecting customer retention towards ports industry in Malaysia / Loke Hon Toong
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Abstract
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Ports are making efforts to build long-term relationships with their customers and strategically maintain their port loyalty. The retention of valuable customers is an essential prerequisite for the industry to achieve a sustainable competitive advantage. To gain further understandings, this research studied the four main factors that affecting customer retention in the port industry: customer satisfaction, relationship marketing, service quality, and service recovery of the ports. Satisfaction and service recovery had the strong positive relationship with customer retention. Service quality and relationship marketing had moderate and weak positive relationship respectively on customer retention. Suggestions and implications for ports have been introduced. Ports industry meeting customers’ needs and wants by aligning organization’s people, processes, technology and connectivity to gain sustainable competitive advantage among their competitors.
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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, 2015.
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Subject
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Ports industry.
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