Research Article
A Study on Customer Loyalty and Customer Retention in Online Shopping
@INPROCEEDINGS{10.4108/eai.7-12-2021.2314645, author={Ms ThakreemBanua}, title={A Study on Customer Loyalty and Customer Retention in Online Shopping}, proceedings={Proceedings of the First International Conference on Combinatorial and Optimization, ICCAP 2021, December 7-8 2021, Chennai, India}, publisher={EAI}, proceedings_a={ICCAP}, year={2021}, month={12}, keywords={relationship marketing customer relationship management relational benefits customer loyalty}, doi={10.4108/eai.7-12-2021.2314645} }- Ms ThakreemBanua
Year: 2021
A Study on Customer Loyalty and Customer Retention in Online Shopping
ICCAP
EAI
DOI: 10.4108/eai.7-12-2021.2314645
Abstract
Marketing is making a transition from transactional marketing to relational marketing. The world has become a global village, leading to a highly competitive market, giving customers to choose from a wide variety of the options. This has caused fashion brands selling similar goods to adopt innovative methods to draw in customers.Relationship marketing approach are the most commonly used method to ensure customerloyalty. It is defined as the concept of creating, maintaining and upgrading strong relationships with customer. It is also observed that effective relationship marketing strategy helps the organization to understand the customer’s needs, thus enabling them to serve the customers leading to cost reduction and customer loyalty. This paper studies the effectives of the relationship marketing techniques adopted by Myntra. It was observed that the programmes offered by Myntra are well know to its customers and is popular too. The relationship marketing strategies should be in way that increases customer loyalty and customer retention as exhibited by Myntra.
