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Impact of Value on Customer Retention

This case study explores how financial and non-financial values influence customer retention in fast food restaurants across Riyadh, Saudi Arabia. It examines differences in customer retention levels based on gender, age, education level, duration of engagement, and preferred brands. The study reveals that financial value significantly impacts customer retention, with no notable differences found across gender, age, or brand preference. The research underscores the importance of employee training in customer interaction and integrating marketing communication activities with customer value concepts for better customer relationship management in Saudi fast-food outlets.

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