Abstract
Today customer retention is considered one of the most eminent drivers for the overall escalation of business enterprises. Besides, the fundamental shift in customer psychology also makes conducting sustainable marketing activities for the business more challenging. In order to address critical knowledge gaps, the present study aims to examine the impact of sustainable marketing activities on customer retention. Sustainable marketing activities include economic, social-cultural, environmental, and legal aspects. The study employed a deductive approach, causal-comparative research methods, and convenience sampling techniques for its operation. The total number of customers related to food and beverage products in the Surkhet district was taken as the target population. The study included 425 customers as a sample size. The structured questionnaire was used to collect and analyze data through descriptive and inferential statistics. The study found a significant positive impact of economic, socio_cultural, environmental, and legal sustainable marketing activities on customer retention. Therefore, business organizations should consider more sustainable marketing initiatives. The study results will serve as a source of information for stakeholders like business people, customers, researchers, and academicians.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
