QR Code Link : Type : Thesis Subject : Business, Marketing Main Author : Shah Rizan Bin Mohd Yunos Title : Influence of Personalization Strategies for Engaging and Retaining Customers in a Hyper-Connected World Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : October 2024 Physical Description : ill, 191 pages Notes : Research Project Submitted in Partial Fulfilment of the Requirements for the Degree of Master of Business Administration Universiti Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This study examines the effects of personalization strategies in attracting and retaining the customers in Malaysia, a country that has unique market characteristics which are diverse and manifold in connectivity. There is growing concentration of advanced artificial technologies, big data, and machine learning in driving companies towards a new marketing approach that is more engaged and personalized towards the target audience. The research evaluates three paramount independent variables, namely: technological capabilities; data quality and customer preferences in an attempt to find out how they affect customer engagement and customer retention. A descriptive survey design was used in the collection of data, using structured questionnaires to obtain information from 305 respondents. The analysis of the data performed using Pearson's correlation and multiple regression analysis confirms these results and reveals that personalization strategies are significant in enhancing customer engagement as well as retention. The results indicate that out of the three factors, customer preferences exert the highest influence on engagement, while the factors of technological capabilities and data quality are also important in establishing the success of personalization. The report states that the companies’ engagements in Malaysia would require acquisition of advanced technologies, improvement of data management systems and being able to personalize their offers to every single customer in order to maximize their personalization strategies. It further catalogues various barriers that would hinder the full potential of personalized marketing, such as data privacy issues and lack of necessary technological aspects. The meantime results help address the needs of businesses who wish to be victorious in the competition by enhancing customer loyalty through individual Focused Marketing towards the client.

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