Student Research Unveils the Secrets of Customer Retention: A Distinguished Graduation Project Discussed at the College of Administrative and Financial Sciences
University Media
In an academic scene reflecting the dynamism of scientific research and the quality of educational outcomes, the College of Administrative and Financial Sciences at the Emirates International University witnessed today, Saturday, the discussion of a distinguished graduation project by a group of students from the International Business Administration (Arabic) program. The project, titled "The Impact of Marketing Communications on Customer Retention – A Case Study of U/Amanat Al-Asimah Company," was presented as part of the requirements for completing a Bachelor's degree for the academic year 1446 AH – 2026 AD.
The project was presented by a select group of students from the program: Amr Khaled Khamis, Abdul Rahman Hamid Al-Sarabi, Nour El-Din Bashir Al-Hammadi, Anas Mohammed Al-Radai, Amjad Abdullah Al-Ataadi, and Al-Qubati Salem, under the supervision of Professor Dr. Abdullah Al-Qurashi, Professor of Business Administration, who guided the project academically and methodologically until its outstanding completion.
This research aimed to explore the impact of marketing communications, with its various tools, on customer retention at "You" Company in the capital city. Researchers developed a scientific questionnaire consisting of 30 items, distributing 40 questionnaires to a sample of company employees. This allowed for a realistic analysis based on accurate field data.
The study reached key findings, confirming a statistically significant relationship between marketing communications and customer retention. It refuted hypotheses denying this correlation and, conversely, demonstrated the direct impact of marketing communication elements—including advertising, sales promotion, public relations, and personal selling—on enhancing customer loyalty and continued engagement with the organization.
The researchers recommended that companies adopt continuous mechanisms to measure customer satisfaction and loyalty, and intervene swiftly with innovative solutions when any decline is detected. They also emphasized the importance of periodically evaluating the effectiveness of each marketing communication element to contribute to developing future marketing campaigns and achieving more efficient and impactful results.
The discussion committee consisted of: Professor Dr. Mohammed Al-Kahali, Dean of the College; Professor Dr. Abdullah Al-Qurashi, Head of the Department of International Business Administration; and Dr. Fahmi Al-Daqaf, Head of the Departments of Accounting and Financial and Banking Sciences.
The committee commended the students' high level of scientific presentation and systematic analysis, emphasizing that such applied research reflects the quality of academic training the university prioritizes and demonstrates its ability to prepare graduates capable of bridging the gap between theoretical knowledge and practical application in real-world business environments.
These high-quality projects underscore the university's commitment to graduating competent individuals equipped with analytical and innovative skills, capable of actively contributing to institutional development and keeping pace with the rapid transformations in the business world, within an educational vision focused on excellence, leadership, and impactful impact.
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