Drivers of Customer Retention: An Introspection Into Indian Retail Customers

Jogi Mathew

Vision, 2024, vol. 28, issue 5, 567-579

Abstract: There is a wide variety of choices for the modern retail customer including multiple retail formats. The success of the retail establishments has a great reliance of customer retention, which is an essential attribute to achieve profitability. This study takes in to consideration to extract the factors responsible for customer retention which in turn assists in increasing the customer base. The prime objective of the study is to ascertain the influence of customer satisfaction, switching costs and customer loyalty on customer retention. Whereas, the second one is to explore the effect of demographic factors on customer retention. The sample size of this study was 600 respondents who were chosen for the full-fledged study. The statistical techniques used for final analysis were structural equation modelling and regression. The findings subsequent to the statistical analysis and interpretation concluded that customer loyalty, customer satisfaction and switching cost have the strongest effect on customer retention in retails. Customer satisfaction alone is not every time an indicator of customer loyalty. A loyal customer will spread positive word of mouth to other prospective customers about the retail. Occupation of respondent has a major influence on customer retention dimensions.

Keywords: Retailing; Customer Satisfaction; Switching Cost; Customer Loyalty; Customer Retention; India (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/09722629211043592 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:28:y:2024:i:5:p:567-579

DOI: 10.1177/09722629211043592

Access Statistics for this article

More articles in Vision
Bibliographic data for series maintained by SAGE Publications ().