Parkson club card and its impact on customers retention at Parkson Square One Batu Pahat, Johor / Nor Fazidatul Isnina Nor Azmi

Parkson is a well-known company in a retail business and this retail business was owned by the Lion Group company. Lion Group has begun their business in manufacturing and trading operations since the 1930s and the company has many division of business and they applied diversification method which is their business consist of property management business, mining, steel, computer, agriculture and retail business that known as Parkson. Parkson has launched a card loyalty program since 1 December 2014 and this research is focusing on loyalty program that being used in the club card as the medium to approach the consumer. There are 2 objectives in this research that is to identify the most influence factors on Customer Retention towards Parkson Square One, Batu Pahat, Johor and to identify the factors that give significant impact on Customer Retention towards Parkson Square One, Batu Pahat, Johor. Meanwhile, for the methodology method researcher has used quantitative method with a snow ball sampling to collect the data. The questionnaire have been distributed to 100 respondent that represent the Parkson Club Card holder and the data will be evaluate by using the Statistics Package for Social Science (SPSS) and the relationship between independent variable and dependent variable was explain by multiple regression. Lastly, the results for this research shown that Point System was the most influence factors on Customer Retention and the factors that give significant impact was Point System, Partner with another Company to Provide All-inclusive Offers and Discount over time or Volume of Goods