[01] Jalal Rajeh Hanaysha, Faculty of Business and Management, DRB-HICOM University of Automotive Malaysia, Pahang, Malaysia.

This paper was designed to test the effect of selected marketing mix elements on customer retention in retail industry. Based on the review of past literature, it appears that there are only few studies which examined the empirical link between both constructs, particularly in Malaysian retail sector. To accomplish the above objective, a quantitative survey method was employed for collecting the data from several customers of retail stores in East Coast Malaysia. The collected data were inserted into SPSS and analyzed using structural equation modeling (AMOS). The findings revealed that advertising has an insignificant effect on customer retention. The results also showed that distribution intensity, price, and store location have significant positive effects on customer retention. Finally, the outcomes confirmed that store image plays a significant role in affecting customer retention. The study builds upon the literature by confirming the importance of the selected marketing mix elements in affecting customer retention in retail industry with empirical data from Malaysian context.

Advertising, Customer Retention, Distribution Intensity, Place, Price, Store Location, Store Image

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