Customer Retention strategies in Indian E commerce: A Marketing Outlook

Abstract

In today’s world with drastic changes in macro environment and severe e commerce field, keeping customers has been a very serious strategic goal for the business which are targeting successes all time. This research finds out the repercussion of main marketing strategies, specifically, personalization, loyalty programs, customer service and overall experience on keeping customers. A quantitative method was used, engaging structured data sets comprising 120 respondents. Various different statistical techniques like logistic regression, correlation, Cronbach alpha and structural equation modelling were used. The findings points service quality and user experience mainly influence customer satisfaction, personalization and loyalty program are effective in driving frequent business. The structured equation modelling finding supports the framework. Further this research offers very important aspects for marketing persons willing to promote customer retention.