دانلود رایگان مقاله انگلیسی حفظ مشتری و نقش میانجیگری از ارزش درک شده در صنعت خرده فروشی - امرالد 2017

Purpose: This paper examines the effect of corporate social responsibility, social media marketing, sales promotion, and store environment on perceived value and customer retention in the retail industry. It also aims to provide a significant contribution to existing literature by examining the mediating effect of perceived value between the stated factors and customer retention. Design/methodology/approach: A quantitative research approach was utilized, collecting data from customers of department stores in east coast Malaysia. In total, 278 valid questionnaires were used in the analysis of data using structural equation modelling. Findings: The findings indicate that perceived value has a significant positive effect on customer retention. The outcomes also showed that social media marketing has an insignificant effect on perceived value, whereas its effect on customer retention is positive and statistically significant. Additionally, the results confirmed that corporate social responsibility and store environment have significant positive effects on perceived value and customer retention. Moreover, the findings showed that sales promotion has a significant positive effect on perceived value, but its effect on customer retention is insignificant. Finally, the results revealed that perceived value mediates the relationships between all of the independent variables and customer retention. Originality/value: The results of this study increase our understanding of how these factors affect customer retention in the retail industry.

LIMITATIONS AND FUTURE RESEARCH

Although this paper provided significant contributions to the theory and practice on customer retention and its antecedents in retail context, there are some limitations which can be addressed in future researches. First, this paper has mainly focused on retail industry with empirical data from consumers in Malaysia. Therefore, future researches are recommended to test the variables in other industry or country contexts and employ larger sample sizes to confirm the results and reach at better conclusions. Another limitation appears in testing only four antecedents of perceived value and customer retention in retail context. Thus, future research may incorporate other factors, such as distribution intensity and price. Future studies may also examine various dimensions of corporate social responsibility such as the stakeholder’s approach which could yield interesting insights. Finally, a survey method was utilized for data collection in this study; hence, future researches may adopt qualitative techniques with unstructured questions to gain further insights on what drives customer retention and how retail brands can add values to their customers in the presence of competition.