| Customer retention management: A reflection of theory and practice R Ahmad, F Buttle Marketing intelligence & planning 20 (3), 149-161, 2002 | 319 | 2002 |
| Customer retention: a potentially potent marketing management strategy R Ahmad, F Buttle Journal of strategic marketing 9 (1), 29-45, 2001 | 271 | 2001 |
| The older or ageing consumers in the UK: are they really that different? R Ahmad International Journal of Market Research 44 (3), 337, 2002 | 132 | 2002 |
| Benefit segmentation: a potentially useful technique of segmenting and targeting older consumers. R Ahmad International Journal of Market Research 45 (3), 2003 | 106 | 2003 |
| Retaining business customers through adaptation and bonding: a case study of HDoX R Ahmad, F Buttle Journal of business & Industrial marketing 16 (7), 553-573, 2001 | 85 | 2001 |
| Retaining telephone banking customers at Frontier Bank R Ahmad, F Buttle International Journal of Bank Marketing 20 (1), 5-16, 2002 | 84 | 2002 |
| The theory and practice of customer bonding FA Buttle, R Ahmad, AH Aldlaigan Journal of Business-to-Business Marketing 9 (2), 3-27, 2002 | 66 | 2002 |
| A conceptualisation of a customer‐bank bond in the context of the twenty‐first century UK retail banking industry R Ahmad International Journal of Bank Marketing 23 (4), 317-333, 2005 | 47 | 2005 |
| Innovativeness, market intelligence practices, and firm performance of small-and medium-sized tour operators CS Yap, BL Cheng, N Mohamad Hussain, R Ahmad Tourism and Hospitality Research 18 (2), 143-151, 2018 | 23 | 2018 |
| International tourist satisfaction in Malaysia: antecedents and consequences CS Yap, R Ahmad, P Zhu Anatolia 29 (3), 351-367, 2018 | 22 | 2018 |
| Antecedents of continued use and extended use of enterprise systems BP See, CS Yap, R Ahmad Behaviour & Information Technology 38 (4), 384-400, 2019 | 21 | 2019 |
| Bonding with customers F Buttle, R Ahmad Proceedings of Academy of Marketing Conference. University of Stirling, 1999 | 21 | 1999 |
| AirAsia: The Sky's the Limit R Ahmad, M Neal Asian Journal of Management Cases 3 (1), 25-50, 2006 | 15 | 2006 |
| Continuous use and extended use of e-government portals in Malaysia CS Yap, R Ahmad, FT Newaz, C Mason International Journal of Public Administration 44 (15), 1329-1340, 2021 | 12 | 2021 |
| Continuous use intention of E-government portals the perspective of older citizens CS Yap, R Ahmad, FT Newaz, C Mason International Journal of Electronic Government Research (IJEGR) 15 (1), 1-16, 2019 | 11 | 2019 |
| Satisfaction with E-Government Portals: Perspective of Senior Citizens. CS Yap, R Ahmad, C Mason, FT Newaz KMIS, 41-49, 2017 | 11 | 2017 |
| Benefit segmentation R Ahmad International Journal of Market Research 45 (3), 1-13, 2003 | 11 | 2003 |
| AirAsia R Ahmad Asian Journal of Management Cases 7 (1), 7-31, 2010 | 10 | 2010 |
| Enhancing the Use of Government Mobile Applications: The Perspective of Citizen-initiated Contacts Theory. CS Yap, R Ahmad, FT Newaz, C Mason, J Bernardino, A Salgado, J Filipe KMIS, 258-263, 2019 | 9 | 2019 |
| Loving, retaining and losing customers–How National First Bank retains its corporate direct customers F Buttle, R Ahmad Proceedings of 27th EMAC Conference, Track 1, 241-260, 1998 | 7 | 1998 |
