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Measuring Direct Association Between Customer Satisfaction And Customer Retention Among Generation Y

Table 1:

Items Characteristics Frequency Percentage
Gender Male 24 27.6
Female 63 72.4
Race Malay 71 81.6
Indian 13 14.9
Chinese 1 1.1
Others 2 2.3
Occupation Student 86 98.9
Private Sector 1 1.1
Academic qualification Bachelor of Accounting 6 6.9
Bachelor of Finance and Economic 1 1.1
Bachelor in HRM 68 78.2
Bachelor in International Business 12 13.8
Type of loyalty program enrolled BCard 5 5.7
Bonus Link 14 16.1
Watson 45 51.7
Plus One 1 1.1
Jusco 18 20.7
Tesco 15 17.2
The Store 5 5.7
Guardian 14 16.1
Giant 13 14.9
Mydin 12 13.8
Others 5 5.7
Period of usage 1 - 5 years 74 85.1
6 -10 years 10 11.5
10 years and above 3 3.4
Reason for enroll in the loyalty program Discount 47 54.0
Rebate 21 24.1
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