Last Updated on October 30, 2023 by Fiza Khurram
Keeping customers as loyal as possible is essential for success in today’s retail industry, when competition is fierce. This research, directed by Zuhran Ahmed of UVAS’s Department of Economics and Business Management, explores the dynamics of consumer involvement and its effect on the quality of brand relationships in the retail sector.
Engaging customers is more than a marketing fad; it’s a money-making business approach. A survey questionnaire was administered online to 200 people as part of a quantitative study. The poll was designed to find out how consumers felt about the companies they patronized in stores.
Structural Equation Modeling (SEM) was used to analyze the data in SPSS and AMOS, and validated scales were used for all constructs in the study. The findings were eye-opening. Findings from the structural model indicate that customer involvement is critical in improving the quality of customer-brand interactions and generating brand loyalty among retail shoppers.
What does this imply for stores? Customers that feel an emotional connection to a brand are more inclined to purchase from that brand repeatedly. Customers become brand advocates when they encourage the brand to others and passionately defend it as the finest option available.
Lessons Learned
- Customer Relationship Management Leads to Increased Brand Loyalty.
- Customer loyalty is cultivated through interaction with the brand.
- Exceptional after-sale service is an integral part of building reputable partnerships with consumers and other businesses.
- Quality of Customer-Brand Relationships: Putting forth effort to improve customer-brand relationships can yield positive results in the long run.
Engaging the customer is the process’s pivotal point. In order to build stronger customer relationships, marketers should make an effort to interact with consumers.
In conclusion, the retail sector can benefit greatly from the findings of this study. It stresses the value of maintaining connections with customers and how doing so may result in increased sales and even more devoted brand evangelists. These results provide a road map for retailers to endure and thrive in a dynamic industry.
Economics and Business Management, University of Virginia, by Zuhran Ahmed.
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