|000 Computer science, information & general works > 080 General collections
|LPPKN - National Population and Family Development Board, Malaysia: Human Resources Management Division
|Customer retention, clinics, LPPKN
|This is a descriptive study intended to identify the main factors which contribute to the customer retention among the “Clinical Clients” of National Population and Family Development Board or “Lembaga Penduduk dan Pembangunan Keluarga Negara”
(LPPKN). The study focused on three variables to check on the level of influence, affect and effect to the process of customer retention. Those variables are service branding, perceived value and service quality. The study was also covered the impact and
influence of the demographic element to the service branding, perceived value and service quality in the process of customer retention. Health service sector is getting very important and competitive. This is highly true among the health clinics which are providing reproductive health services. Understanding and fulfilling the customers’ need will contribute to retaining existing customers and reduce the customer switching intentions. Through this research, we were able get some insights of factors and the ranking of importance of these factors in the process of customer retention. For the purpose of this study I have chosen LPPKN Clinics (Semi-Government) in Klang Valley and Seremban. The finding shows there is a positive relationship between perceived value and service quality with customer retention. Nevertheless relationship between service branding and customer retention is not supported for the LPPKN clinical setting. Analysis on the demographic factor showed that, it has a significant influence in regard to service branding, perceived value, service quality and customer retention.