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CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER RETENTION OF A RURAL BANK. BASIS FOR A PROPOSED INTERVENTION SCHEME
В наличии
| Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Leslie Sajulan and Joel Tan
ISBN: 9786203197020
Год издания: 1905
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 76
Издательство: LAP LAMBERT Academic Publishing
Цена: 25550 тг
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Сферы деятельности:Код товара: 708234
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Аннотация: The purpose of this study was to determine the relationship between customer relationship marketing and customer retention of the 167 active demand deposit account holders of a rural bank in Panabo and to proposed an intervention scheme. Employing non-experimental quantitative research design utilizing a descriptive-correlation technique with the aid of the modified questionnaires with mean, Pearson r and Regression Analysis as statistical tools, it was established in the study that customer relationship marketing has a significant relationship with customer retention. The domain of customer relationship marketing that best influences customer retention is trust, having the highest beta coefficient. The findings signify that if the bank employees employ a high level of trust under customer relationship marketing, it could guarantee an increase in customer retention and client confidence, to demonstrate a more positive and progressive banking operation.
Ключевые слова: customer relationship marketing, Customer Retention, Rural Bank, correlation, business administration Philippines
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