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Exploring Customer-centric Marketing Capabilities, Trust, Satisfaction, and Retention in Retail Business


Affiliations
1 Assistant Professor, Department of Commerce, University of Jammu, J&K, India
2 Ph.D Research Scholar, Department of Commerce, University of Jammu, India
     

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The Indian retail business has been facing escalating competition, speedy technology adoption, and diverse customer profiles. Effective new product development, pricing, channel management, and marketing communications make up the marketing mix activities that define strong specialised marketing capabilities. The right choice of marketing capabilities can help retailers satisfy, retain, and edify long-term relationships with unshaken trust among their customers. Retail firms can achieve its objectives of a long-term relationship with the customers by successful implementation of various marketing capabilities. So, this research study explores various marketing capabilities, customer satisfaction, trust, and retention in the retail sector. The study is based on the responses obtained from customers and the analysis is performed through EFA. The results indicate eight types of marketing capabilities in the retail business. Indeed, there is a moderate level of satisfaction, trust, and retention in the retail business. The study provides implications for researchers, policymakers, and retailers.

Keywords

Marketing Capabilities, Trust, Customer Satisfaction, Retention, Retail Business
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  • Exploring Customer-centric Marketing Capabilities, Trust, Satisfaction, and Retention in Retail Business

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Authors

Bodh Raj Sharma
Assistant Professor, Department of Commerce, University of Jammu, J&K, India
Aditi Sharma
Ph.D Research Scholar, Department of Commerce, University of Jammu, India

Abstract


The Indian retail business has been facing escalating competition, speedy technology adoption, and diverse customer profiles. Effective new product development, pricing, channel management, and marketing communications make up the marketing mix activities that define strong specialised marketing capabilities. The right choice of marketing capabilities can help retailers satisfy, retain, and edify long-term relationships with unshaken trust among their customers. Retail firms can achieve its objectives of a long-term relationship with the customers by successful implementation of various marketing capabilities. So, this research study explores various marketing capabilities, customer satisfaction, trust, and retention in the retail sector. The study is based on the responses obtained from customers and the analysis is performed through EFA. The results indicate eight types of marketing capabilities in the retail business. Indeed, there is a moderate level of satisfaction, trust, and retention in the retail business. The study provides implications for researchers, policymakers, and retailers.

Keywords


Marketing Capabilities, Trust, Customer Satisfaction, Retention, Retail Business

References