The effect of loyalty programmes on customers retention among Alamanda shopping centre shoppers / Nasuha Husna Ahmad Zubir

The study aims to determine which of the loyalty programmes that give effects to customer retention. Recently, the customer retention problem has become one of the most important issues in order to sustain longer in the industry. Businesses have started to discover that customers is the biggest assets in their their sales and revenues. The independent variables in point systems, smart cards, gift vouchers and discounts this study consist. Furthermore, a survey using the questionnaire of 153 respondents was conducted among the Alamanda Shopping Centre shoppers. From the findings, the researcher concluded that there is significant relationship between smart cards and gift vouchers with customer retention. However, point systems and gift voucher have no significant relationship with customer retention. Due to time constraint and limitation of respondents, the researcher also recommend the future researcher to make a deep study and wider scope of study.