Small and Medium Enterprises (SMEs) future development: a comprehensive review on customer retention programme in retaining customer loyalty

Abstract

Customer retention programme is a marketing strategy that aims to increase customer loyalty by giving benefits. This study aims to analyse the advantages and disadvantages of the typ of customer retention that may help to foster business among small and medium enterprises (SMEs) future development. This study reveals that advantage card is the most preferred programme, being the most common retention programme used by retail store o worldwide and the most suitable to be implemented in the retail store operation. It concluded that, customer retention programme is should take this opportunity to improve customer loyalty and repu