| Item type |
Conference or Workshop Item |
| Subjects |
300 Social sciences > 303 Social processes |
| Division/Agency |
LPPKN - National Population and Family Development Board, Malaysia: Population and Family Research Division |
| Keywords |
Customer Retention, Health, Service Branding, Perceived Value, Service Quality |
| Additional Information |
National Population and Family Development Board in collaboration with Population Studies Unit, Faculty of Economics and Administration, University of Malaya |
| Abstract |
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 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 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. This study was conducted at the LPPKN Clinics in Klang Valley and Seremban. Understanding and fulfilling the customers need will contribute to retaining existing customers and reduce the customer switching intentions. The research findings show 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, services quality and customer retention. The output of the study will be helpful to managers and marketers of the clinical service to understand the customer needs, priority and expectations. Furthermore the findings of the research will enable the managers and policy makers to take necessary actions in their marketing and operational planning to stay competitive and maintain a stable income for a long term. This study will also help LPPKN Clinics to improve service quality, increase number of clinical clients, facilitate the process of customer retention and in long term improve financial performance. |
