AN APPLIED STUDY ON THE CUSTOMER RETENTION DYNAMICS OF ORGANIZED READY-TO-WEAR TEXTILES RETAILERS IN REAL AND VIRTUAL MARKETS IN TURKEY

Yıl 2017, Cilt: 4 Sayı: 4, 366 - 383, 30.12.2017

Kemal Ozkan Yilmaz Murat Ferman

https://doi.org/10.17261/Pressacademia.2017.726

Öz

Purpose - This
descriptive field study aims to reveal customer retention strategy formulation
insights among top level marketing professionals of the organized ready-to-wear
textiles retailers, who are members of United Brands Association (BMD) both
active in off-line and online channels, in the Turkish market. 

Methodology
- Regarding the literature review conducted a research model with seven
variables was proposed, and depending on the proposed research model, six
hypotheses were formulated. The research is conducted by a questionnaire which
has been applied on-line, by e-mail, post; which is designed specifically to
test the proposed relationships, namely the hypotheses constructed. Factor
analysis has been conducted to reveal the dimensionality of the variables in
the research model. In this regard, principle component analysis using Varimax
rotation was performed and the reliabilities of the scales have been assessed
by alpha coefficient. Depending on the results of the factor analysis,
correlation and regression analyses have been used to test the hypotheses of
the study.

Findings - Results
indicate that perceived product quality, service support and complaint handling,
customer experience and suggestions provided and perceived price fairness have
significant and positive effects on customer satisfaction. Furthermore,
customer satisfaction, trust towards service provided, trust towards company
and brand, corporate reputation and corporate social responsibility have
significant and positive effects on customer retention. 

Conclusion -
The outcomes and findings of the study were found to support the
objectives of the study and the results of the statistical analysis were found
to accept hypotheses of the study. Perceived product quality, perceived service
quality, perceived price fairness, trust and corporate image are some vital
challenges for customer retention.

 

Anahtar Kelimeler

Customer retention, customer satisfaction, trust, corporate image, organized ready-to-wear textile retailers in Turkey

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