To Identify the Factors Influencing Customer Retention in Organised Apparel Retailing

Abstract

Many research studies have been conducted in the area of retailing services,but there has been no research that takes into account both service quality and features and identifies the factors that lead to customer retention.The importance of such a study is immense in one of the fastest growing retail markets like India, where the impact of service quality and features on customer retention from the retail users’ point of view is a very crucial field of discussion.After extracting different variables of service quality and features from studying a body of literature on services in large format apparel retail,this study aims to identify the factors that lead to customer retention in large format apparel store.The main factors are extracted from the independent variables using factor analysis.Then regression analysis is done taking the extracted factors as independent variables and customer retention as dependent variable.Customer retention is a measure of customer satisfaction and intention to revisit the retail store.