Examining the impact of relationship marketing on customer retention: evidence from fashion retail industry of Pakistan

Abstract

The purpose of this research paper is to study the impact of relationship marketing on customer retention while keeping in view the fashion retail industry of Pakistan. The research results show that much impact can efforts make on the company’s sales and retaining customer is much more easy and cost effective than on boarding a new one. We live in a very dynamic and ever changing world now specially fashion. Pakistan is a growing country and people are much aware of their options now. They can easily switch between brands if they are not happy or satisfied with the services they are getting so keep them attracted companies use different techniques and strategies, relationship marketing is one of that. The impact of customer service, personalization and brand/store community was observed on customer retention by distributing questionnaires among both men and women. The impact of all variables on customer retention was positive and considering them while building relations is very critical for companies. Sales associates are the face of any company and customers have relation with the brand because of their exceptional services so company should train them and so they can convey the best services to the customers for long lasting relations.