Abstract
Companies aim to win customers loyalty by establishing long-term relationship with them. Relationship Marketing techniques as the marketing execution arms secure the existing customer retention and meet customers’ needs and win their trust through a high quality relationship which eventually leads to their loyalty. Loyal customers, despite environmental factors and advertisement of competitors, tend to repurchase from the firm and guarantee its profitability in today’s turbulent market. This research, following review of the prior research and collecting information from reliable sources, investigates the relationship of music on behavior of apparel consumers in the city of Tehran. In fact, present research seeks to answer the question as whether music exercises any influence in behavior of apparel consumers. The required data were gathered based on the research theoretical framework and through the distribution of 450 questionnaires among apparel buyers and consumers over city of Tehran. From 450 distributed questionnaires, 434 were appropriately filled and used for analysis. Using multivariate linear regression test the research hypotheses were examined. The results indicated that music broadcasting had no significant effect on the amount of time spent for search in attire store by the buyers, and an inverse correlation was found between music playing and the variable tendency repurchase and to recommend the store to others. The results of the regression tables report an adjusted R2 of 0.013, indicating the sum of independent variables explains only 1.3% of the total variance of the dependent variable and the rest of the variance is explained by other factors.
Highlights
Customer retention has attracted considerable attention in recent years, partly because it serves as a means of gaining competitive advantage
The results indicated that music broadcasting had no significant effect on the amount of time spent for search in attire store by the buyers, and an inverse correlation was found between music playing and the variable tendency repurchase and to recommend the store to others
This table indicted the tendency of customer to type of music in atmosphere and website music does not reinforce the tendency to repurchase and the tendency to recommend to others
Summary
Customer retention has attracted considerable attention in recent years, partly because it serves as a means of gaining competitive advantage. When a customer is satisfied, he or she is more likely to shop there again. Satisfaction is believed to influence attitude change and purchase intention [1]. Customers are the driving force of profitability growth and customer loyalty, since customer loyalty can result in profitability [2]. Loyalty is a positive tendency and behavior expressed in a brand purchase repetition in future [3]. The majority of researchers in the field of marketing share the view suggesting that performance mental criteria such as customer satisfaction and loyalty play a crucial role in performance objective criteria such as profit margin and return on investment (ROI).
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More From: American Journal of Industrial and Business Management
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