Abstract
Database marketing is essential in easing the process and method of identifying customers and storing their data in a digital system only. Customer’s loyalty is crucial to all business including the fashion industry due to its high competitiveness. Customers have strong buying powers and they can decide swiftly whether they want to stay with one brand or switch to other competing brands that can satisfy their product needs and wants. To build strong and long-term relationship with customers, companies today must compete aggressively to achieve competitive advantages and retain loyal customers. This study investigated the importance of database marketing in maintaining customer’s loyalty in fashion industry. Three independent variables and one dependent variable which are customer’s satisfaction, market segmentation and individual customer and customer’s preferences are tested using related software. 100 female respondents are chosen by using convenience sampling.
The findings indicated that only customer’s satisfaction is significant towards the dependent variable. Market segmentation and individual customer are not significant as the p-value is higher than 0.05. customer’s satisfaction contributes significantly towards maintaining customer’s loyalty for fashion industry. Also, by maintaining a reliable and efficiently database marketing it would be much easier for companies to keep track on their customer loyalty and level of customer satisfaction.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bentley, A.: Sales through service. Int. J. Custom. Relat. Manag. 1(4), 337–344 (1999)
Buttle, F.: The SCOPE of customer relationship management. CRM-Forum (2000). www.crm-forum.com
Carena, M.: (2021). https://www.mirabelsmarketingmanager.com/blog/what-is-database-marketing-and-why-do-i-need-it
Ewieda, M., Shaaban, E.M., Roushdy, M.: Customer retention: detecting churners in telecoms industry using data mining techniques. Int. J. Adv. Comput. Sci. Appl. 12(3), 216–224 (2021)
Hamil, J.: Internet supported customer relationship management (2000). www.crm-forum.com
Park, D.B., Yoon, Y.S.: Segmentation by motivation in rural tourism: a Korean case study. Tour. Manage. 30(1), 99–108 (2009)
Reichheld, F.F., Sasser, W.E.: Zero defeofions: quoliiy comes to services. Harv. Bus. Rev. 68(5), 105–111 (1990)
Ruyter, K., Wetzels, M., Bloemer, J.: On the relationship between perceived service quality, service loyalty and switching cost. Int. J. Serv. Ind. Manag. 9(5), 436–453 (1998)
Sivadas, E., Baker-Prewitt, J.: An examination of the relationship between service quality, customer satisfaction and store loyalty. J. Retail Distrib. Manag. 28(2), 73–82 (2000)
Sondhi, N., Singhvi, S.: Gender influences in garment purchase: an empirical analysis. Glob. Bus. Rev. 7(1), 57–75 (2006)
Valentino, F., Beng, J.T., Wasino: Website-based application to improve fish marketing: case study on XLP. IOP Conf. Ser. Mater. Sci. Eng. 1007 (2020). 3rd Tarumanagara International Conference of the Applications of Technology and Engineering (TICATE), 3–4 August 2020, Jakarta, Indonesia
Yin, C.K.: Consumer behaviour loyalty: a segmentation model and analysis. J. Bus. Res. 44(2), 77–92 (1999)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Kamarol Zaman, N., Abdul Hamid, H., Omar, Z., Jangga, R. (2023). Database Marketing as a Tool for Tracing Customer’s Loyalty in Malaysia Fashion Industry. In: Alareeni, B., Hamdan, A. (eds) Impact of Artificial Intelligence, and the Fourth Industrial Revolution on Business Success. ICBT 2021. Lecture Notes in Networks and Systems, vol 485. Springer, Cham. https://doi.org/10.1007/978-3-031-08093-7_25
Download citation
DOI: https://doi.org/10.1007/978-3-031-08093-7_25
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-08092-0
Online ISBN: 978-3-031-08093-7
eBook Packages: EngineeringEngineering (R0)