The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob

The effect of relationship marketing on customer loyalty towards fast food restaurants (a study of generation Y) / Ahmad Zulfa Mohd Kamil and Muhammad Afif Mahabob

Intense competition in the business environment forces firms to look for the best approach to attract and create loyal customers. Relationship marketing is a strategy used by many firms to maintain long-term relationship with customers. Good implementation of relationship marketing strategies wil...

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Bibliographic Details
Main Authors: Mohd Kamil, Ahmad Zulfa, Mahabob, Muhammad Afif
Format: Student Project
Language:English
Published: Faculty of Business Management 2016
Subjects:
Business societies
Marketing
Online Access:https://ir.uitm.edu.my/id/eprint/14642/

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