Customer perception and happiness are critical to attaining sustainable growth and profitability in the fiercely competitive banking industry. Banks increasingly focus on building long-term customer relationships to enhance loyalty, reduce price sensitivity, and strengthen their market position. In this context, instead of completely replacing traditional branch-based services, electronic banking services have become an essential part of contemporary banking. The current study intends to investigate consumers' opinions of the e-banking services provided by banks and gauge their degree of satisfaction with technology-enabled banking self-services. The study is based on primary data that was gathered through a structured survey procedure from 100 respondents. Customer satisfaction across a range of e-banking service parameters was assessed using ranking algorithms. The findings highlight that customer expectations regarding e-banking services are significantly high due to rapid technological advancements and intense competition among banks with relatively similar service offerings. Customer satisfaction is therefore identified as a key determinant of continued usage, positive word-of-mouth, and customer retention. The study underscores the importance for banks to prioritize customer-centric digital strategies to enhance satisfaction and strengthen competitive advantage in the evolving Indian banking landscape. Keywords: E-Banking Services, Customer Perception, Customer Satisfaction, Digital Banking and Banking Technology.

This study evaluates service quality in a telecommunications service provider by identifying factors that influence customer satisfaction and retention. Using the SERVQUAL framework, the research assesses network reliability, service responsiveness, pricing perceptions, and customer support efficiency through a survey of 150 users supported by a literature review. Frequency analysis, correlation analysis, and regression modeling were applied to determine major service quality gaps. Results show that network reliability is the most critical concern: 36.7% of respondents experience frequent connectivity problems, while 26.7% report occasional interruptions. Customer service performance presents additional challenges, with 29.3% receiving no response to complaints and 26.7% facing service outages lasting more than a day. Perceived value for money significantly affects customer satisfaction and 23.3% of users report dissatisfaction with the service’s value. A notable 32.7% of respondents indicate intentions to switch providers, suggesting substantial retention risks. The findings highlight the need for AI-enabled customer service improvements, network infrastructure upgrades, and more competitive pricing strategies to enhance dependability and strengthen customer value perceptions. The study confirms that the SERVQUAL dimensions of reliability, responsiveness, and assurance are the strongest predictors of satisfaction, aligning with existing research. To maintain competitiveness, the priority should be in developing enhanced digital service platforms, improving customer engagement processes, and optimizing pricing structures to better meet user expectations.

Abstract In the rapidly evolving retail environment, supermarkets face intense competition due to the presence of multiple brands, price-sensitive consumers, and increasing expectations for value and convenience. As a result, discount and promotion strategies have emerged as crucial marketing tools for influencing consumer buying decisions. These strategies include price discounts, coupons, loyalty programs, festival offers, bundle pricing, and in-store promotional activities. The present study examines the impact of discount and promotion strategies on consumer buying decisions in supermarkets of Amravati City. The study adopts a descriptive research design to analyze consumer perceptions and responses to promotional strategies. Primary data were collected from 150 supermarket consumers in Amravati City using a structured questionnaire based on a five-point Likert scale. Secondary data were obtained from books, academic journals, research papers, and online sources related to consumer behavior and retail marketing. Data analysis was carried out using percentage analysis and descriptive interpretation. The findings reveal that discount and promotion strategies have a significant influence on consumer buying decisions. Price discounts and festival offers were found to be the most effective promotional tools in attracting consumers and increasing purchase volume. Promotions were also observed to stimulate impulse buying and brand switching behavior. However, excessive discounting may reduce brand loyalty and negatively affect perceived product quality. The study concludes that supermarkets should adopt balanced, transparent, and customer-oriented promotional strategies to achieve sustainable growth and long-term customer retention. Keywords: Discount Strategies, Promotion Strategies, Consumer Buying Decision, Supermarkets, Amravati City

ABSTRACT: A key element of retail store performance is customer satisfaction, which has an impact on brand loyalty and customer retention. This study looks at customer satisfaction at D-Mart in Amravati City, focusing on key factors such as product availability, pricing, store atmosphere, personnel behavior, and overall shopping experience. A survey was conducted with 100 respondents using the convenience sampling technique to gather the views and expectations of the customers. The findings indicate that customer satisfaction is significantly impacted by discounts, product variety, and affordability. Nonetheless, there is potential for improvement in areas such as billing efficiency and customer service. The study makes recommendations for enhancing the customer experience to ensure long-term loyalty and business growth. KEYWORDS: Customer satisfaction, shopping experience, loyalty, product variety, store atmosphere, customer service, quality of service

Abstract Financial literacy has become a critical factor influencing individuals’ financial decision-making and the effectiveness of financial service marketing. With the increasing complexity of wealth management products and services, clients’ ability to understand financial concepts significantly affects their awareness, perception, and acceptance of professional financial advisory services. The present study examines the role of financial literacy in enhancing the marketing effectiveness of wealth management services, with special reference to Parinita Finance and Wealth Management, Amravati. The study aims to assess the level of financial literacy among clients and analyze its influence on customer awareness, perception, decision-making behavior, and acceptance of wealth management products. Further, it evaluates the impact of financial literacy on key dimensions of marketing effectiveness, namely customer acquisition, retention, and satisfaction. A descriptive and analytical research design was adopted, using primary data collected through a structured questionnaire administered to 120 clients of the firm. Secondary data were sourced from academic journals, reports, and relevant financial literature. Statistical tools such as percentage analysis, mean scores, correlation analysis, regression analysis, and chi-square tests were employed for data interpretation. The findings reveal that higher financial literacy significantly enhances customers’ understanding, trust, and confidence in wealth management services, leading to improved decision-making and greater acceptance of financial products. Financially literate clients also contribute positively to marketing effectiveness through higher satisfaction, retention, and positive word-of-mouth promotion. The study concludes that strengthening financial literacy initiatives can serve as an effective marketing strategy for wealth management firms. Keywords: Financial Literacy, Wealth Management Services, Marketing Effectiveness, Customer Awareness, Decision-Making

Because it directly impacts revenue, customer loyalty, and long-term business sustainability, customer churn is a critical issue for the e-commerce industry. High churn rates indicate that a business is unable to retain existing customers, which means it is more expensive to acquire new customers. Therefore, a precise analytical approach is needed to identify customer behavior patterns that are likely to churn. Using machine learning methods, this study analyzes and predicts customer churn. For this study, the E-Commerce Customer Churn 2025 dataset, obtained from Kaggle, was used. This dataset consists of 10,000 customer data and contains fifteen variables covering transaction behavior, customer characteristics, and churn status. Data preprocessing, descriptive analysis, exploratory data analysis (EDA), and classification model development using Logistic Regression and Random Forest algorithms were part of the research project. Model evaluation was conducted using a Confusion Matrix and Receiver Operating Characteristic (ROC) Curve to evaluate the model's accuracy and ability to distinguish between churned and non-churned customers. The results showed that the Random Forest model performed better than Logistic Regression, with an ROC-AUC of 1.00. Furthermore, feature importance analysis revealed that the days_since_last_purchase variable was the most dominant factor in predicting customer churn. These findings are expected to help e-commerce companies design more effective, data-driven customer retention strategies.

Despite the widespread popularity of mobile apps for instant home delivery services, prior research has ‎largely overlooked a critical examination of the factors influencing the use of these apps, as well as ‎strategies to retain their customers. To address this gap, this study examines the key factors influencing the use of mobile apps for instant home delivery services and proposes strategies for customer retention by fostering customer loyalty. Drawing upon the SERVQUAL and Technology Acceptance Model (TAM) ‎frameworks, we identify techniques to enhance loyalty. Data for this study were collected from 605 users ‎of mobile apps for instant home delivery services through a questionnaire survey. The data were analyzed ‎using AMOS v. 24 and PROCESS Macro v. 4.20 software, employing SEM as well as PLS-Structural ‎Equation Modeling (PLS-SEM). Our findings reveal that the visual design of mobile apps, reliability, responsiveness, user-friendliness, and personal need fulfillment are the most significant predictors of app usage. ‎These factors drive e-customer satisfaction, which in turn enhances e-customer loyalty. Additionally, we ‎find the mediating role of e-customer satisfaction in the proposed relationships. We also investigate how ‎e-customer satisfaction can be turned into e-customer loyalty‎.

Marketing excellence refers to a firm’s ability to consistently create superior customer value through strong marketing capabilities and translate this into sustainable outcomes such as customer retention, market performance, and competitive positioning. In Iraq, private banks in Erbil face rising pressure to anticipate change, respond quickly, and deliver reliable service quality in a market where customer trust is central. This study examines how six marketing proactiveness strategies, trend anticipation and innovation, customer-centric approach, competitive intelligence, agile marketing practices, strategic partnerships and collaborations, and content and thought leadership, contribute to marketing excellence, and whether service quality strengthens these relationships. A quantitative design was employed using survey data from 410 bank officers across 32 private banks in Erbil. After obtaining organizational access approvals, proportional selection was applied within banks to ensure representation across top, middle, and lower management levels, with random selection used to identify participating officers. Structural equation modeling was used to test the hypotheses and the moderating role of service quality. Results indicate that marketing proactiveness strategies positively influence marketing excellence, while service quality strengthens several of these relationships, with conditional effects varying across strategy dimensions. The study contributes by extending the resource-based view through a capability-bundling explanation of how proactive marketing and service quality jointly support marketing excellence in an underexplored banking context.

This study investigates the influence of customer satisfaction on the perceived quality of online services, user trust, and customer loyalty, grounded in the principles of Social Exchange Theory. An online survey was administered among students and faculty members of India Universities to empirically examine these relationships. The findings reveal that e-service quality, customer service, and trust significantly and directly affect customer satisfaction. Moreover, satisfaction serves as a key mediating variable, linking service quality and trust to customer loyalty and highlighting its pivotal role in fostering long-term e-loyalty. The study underscores that indirect effects through satisfaction are more pronounced than the direct effects of e-service quality and trust on loyalty. These insights contribute to online marketing and service management literature by emphasizing satisfaction as a strategic driver of sustainable customer relationships in digital environments. Practical implications suggest that enhancing service quality and trust mechanisms can effectively strengthen customer retention and loyalty in online contexts

This study examines the strategic role of brand differentiation in achieving competitive advantage, using International Brewery Plc as a case study. The research investigates the extent to which brand differentiation and positioning influence a firm’s ability to gain maximum competitive advantage in the marketplace. With consumers becoming increasingly informed and selective, the ability of a firm to differentiate and position its products effectively has become a critical success factor. The study population included 600 employees of International Brewery Plc, from which statistical procedures selected a sample of 250 respondents. A survey method was adopted for primary data collection, complemented by secondary data from journals, textbooks, previous studies, and online materials. Findings revealed that brand differentiation significantly contributes to competitive advantage, accounting for a 44.2% improvement in the firm’s competitive position. Similarly, brand positioning was found to impact competitive advantage positively by 61.5%. The study concludes that both brand differentiation and positioning are crucial strategic tools for enhancing competitive advantage within International Brewery Plc. It recommends that organizations continuously invest in brand strategies that strengthen market positioning and foster customer retention.

In an increasingly competitive digital landscape, customer retention has become a paramount challenge. This research posits that moving beyond mere customer satisfaction to building lasting trust and fostering active engagement is essential for long-term business sustainability. The study adopts a quantitative, hypothetico-deductive approach to test the hypothesis that trust and engagement positively and significantly impact the durability of the customer relationship. Data was collected via a structured questionnaire administered to a sample of 103 Moroccan companies across various sectors and sizes. The analysis, conducted using SPSS, employed a regression model to measure the impact of a composite "Trust and Engagement" variable (COEN) on the "Risk of Customer Churn" (RCHURN). The results confirm a statistically significant relationship between the variables (β = 0.348; p = 0.006), indicating that enhanced customer trust and engagement are effective in reducing the likelihood of customer attrition. The model explains approximately 12.1% (R² = 0.121) of the variance in churn risk, highlighting that while trust and engagement are crucial strategic levers, a multi-faceted approach is necessary for comprehensive churn management. The findings underscore the need for businesses to invest in digital practices that build confidence—such as transparency, security, and reliability—and stimulate engagement through interactive, personalized experiences.

This study investigates the influence of product diversity and service quality on repurchase intention in a modern retail context, with customer satisfaction positioned as an intervening construct. An explanatory quantitative approach was employed, drawing on data collected from 110 consumers of Superindo Daan Mogot through a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among the variables. The results indicate that product diversity and service quality do not exert significant direct effects on repurchase intention. Instead, both variables demonstrate a significant influence on customer satisfaction, which in turn shows a strong positive effect on repurchase intention. These findings suggest that repeat purchasing behavior is shaped less by isolated retail attributes and more by consumers’ evaluative judgments of their overall shopping experience. Customer satisfaction therefore operates as a key explanatory mechanism through which retail performance attributes are internalized into behavioral intention. This study shows that, in a relatively standardized supermarket environment, product diversity and service quality shape repurchase intention primarily through customer satisfaction rather than through direct effects. From a practical perspective, the findings suggest that retail strategies should focus on integrating product assortment quality and service delivery in ways that consistently enhance customer satisfaction and support long-term customer retention.

This study aims to analyze the influence of product quality and customer satisfaction on customer retention among Telkomsel data package users. Based on the results of multiple linear regression analysis, the regression equation obtained is Y = 16.066 + 0.249 X₁ + 0.279 X₂, where the constant value of 16.066 indicates that if the independent variables are ignored, the customer retention value remains at 16.066. The regression coefficient for product quality (X₁) is 0.249, meaning that an increase of one unit in product quality will increase customer retention by 0.249 units. Similarly, the regression coefficient for customer satisfaction (X₂) is 0.279, indicating that an increase of one unit in customer satisfaction will increase customer retention by 0.279 units. The t-test results show that product quality (t = 3.154; Sig = 0.002) and customer satisfaction (t = 2.979; Sig = 0.004) have a significant effect on customer retention, as the significance values are below 0.05. Furthermore, the F-test result shows an F value of 11.850 with a significance of 0.000 < 0.05, indicating that product quality and customer satisfaction simultaneously have a significant influence on customer retention. Therefore, it is essential for the company to continuously improve product quality and pay close attention to customer satisfaction to sustain customer loyalty to Telkomsel's services

This study investigated the impact of market segmentation strategies on the performance of Garden Court Hotel in Kitwe. The research was driven by the problem that despite implementing several segmentation approaches, the hotel continued to face inconsistent occupancy, weak customer retention, and exposure to market fluctuations. The objectives were to identify the types of segmentation strategies applied, assess their effectiveness in enhancing customer loyalty and profitability, and evaluate the limitations that constrained their success. A descriptive case study design was adopted to capture in-depth operational realities. A sample of 49 staff members drawn from different departments provided a balanced view of marketing and customer service practices. Data was collected through structured questionnaires containing both closed and open-ended items. Quantitative data was analyzed using descriptive statistics, chi-square tests, and Cramer’s V to examine associations between demographic factors and perceptions of segmentation effectiveness, while qualitative responses were summarized thematically. The analysis showed that corporate clients and conference packages were the most dominant strategy, reported by 34.7 percent of respondents, followed by weekend family packages, loyalty programs, onlinse booking discounts, and seasonal promotions. Chi-square results indicated a significant association between age group and perception of primary customer segment (χ² = 12.41, p < 0.05) with a moderate relationship strength (Cramer’s V = 0.36), revealing that younger staff tended to view leisure travelers as key customers while older staff emphasized business clients. Gender was significantly associated with perceived effectiveness of segmentation strategies (χ² = 9.87, p < 0.05, Cramer’s V = 0.32), showing differing evaluations of marketing outcomes between male and female respondents. Pearson correlation results further demonstrated a strong positive relationship between the degree to which customer needs were met and contribution to loyalty (r = 0.68, p < 0.01), while a negative correlation was observed between resource limitations and revenue impact (r = –0.41, p < 0.05), confirming that constraints reduced profitability. The study concluded that while the hotel’s segmentation strategies contributed to profitability and repeat business, overreliance on corporate clients and limited digital marketing restricted growth potential. It was recommended that Garden Court Kitwe diversify into leisure and youth markets, invest in stronger digital marketing and online booking systems, enhance staff training, and establish regular customer feedback mechanisms to support data-driven decision making.

In the competitive business environment, organisations are increasingly adopting Customer Relationship Management (CRM) strategies to strengthen customer retention and improve service delivery. This study explored CRM as a strategic tool for customer retention at a selected Information Communication Technology (ICT) company based in Johannesburg, South Africa. A quantitative research approach was employed, targeting 121 employees across sales, marketing, business development, logistics, and finance departments. These employees were selected due to their direct engagement with customers. Data were collected through structured online questionnaires and analysed using the Statistical Package for the Social Sciences (SPSS) version 26. Descriptive and inferential statistical techniques, including Pearson’s correlation and regression analysis, were applied to evaluate the relationship between CRM and customer retention. The findings revealed a moderate but significant positive correlation between CRM and customer retention, indicating that strategic CRM practices contribute to stronger customer loyalty. The research concludes that CRM is a critical organisational strategy that can enhance customer retention if properly integrated and supported across business functions. It recommends further investment in CRM systems, employee training, and customer engagement initiatives to sustain competitive advantage and long-term growth.

Abstract In the contemporary banking environment, customer trust has emerged as a critical intangible asset influencing financial performance and long-term sustainability of banks. With increasing competition, digitalisation, and exposure to financial risks, banks are no longer evaluated solely on traditional financial indicators but also on relational factors such as trust, transparency, service reliability, and ethical conduct. This study examines the impact of customer trust on the financial performance of banks in India. Using primary data collected from 100 bank customers and secondary data from annual reports, the research analyses how trust affects profitability, customer retention, and revenue growth. Statistical tools such as percentage analysis, correlation, and regression analysis are employed. The findings reveal a significant positive relationship between customer trust and financial performance, suggesting that trust-driven banking strategies enhance profitability and stability. The study concludes with managerial and policy implications for strengthening trust-based banking practices. Keywords: Customer Trust, Financial Performance, Banking Sector, Profitability, Customer Retention

This study investigates the impact of product quality on customer retention in selected fintech companies in Nigeria. A descriptive survey design with a quantitative approach was employed. Data were collected from 385 active users of fintech platforms, including OPay, Kuda Bank, PalmPay, and Moniepoint, across Lagos, Abuja, and Port Harcourt. The SERVQUAL framework was adapted to assess product quality dimensions, including reliability, security, user interface quality, and transaction efficiency. Customer retention was evaluated using repurchase intention, recommendation behaviour, and continued usage scales. Data analysis utilized descriptive statistics, Pearson correlation, and multiple regression analysis with SPSS version 26. Results indicate that all product quality dimensions have significant positive relationships with customer retention (p < 0.05). Security and reliability were identified as the strongest predictors of customer retention, with beta coefficients of 0.312 and 0.289, respectively. All four hypotheses were confirmed, demonstrating that product quality significantly influences customer retention in Nigerian fintech companies. The study recommends that fintech companies prioritize security infrastructure, enhance transaction reliability, and continuously improve user interface design to optimize customer retention. These findings contribute to the literature on fintech service quality in emerging markets and offer practical insights for fintech managers aiming to strengthen customer loyalty in Nigeria's competitive digital financial services sector.

Public market vendors are essential contributors to local economies in Northern Mindanao, yet their long-term business sustainability remains underexplored in empirical research. This study addresses that gap by examining how business permits, strategies, resources, and customer retention influence the sustainability of public market vendors in Cabanglasan, Bukidnon. A quantitative descriptive research design was employed, with survey data collected from 126 vendors via census sampling. Regression analysis was used to assess the relationship between business factors and sustainability outcomes. Findings indicate that compliance with business permit requirements is essential for maintaining legal operations and avoiding regulatory or financial risks. Resource availability—including financial capacity, equipment, and access to skills training—supports consistent business performance. Strategic initiatives, including marketing, innovation, and operational efficiency, enhance competitiveness. Customer retention also emerged as a critical determinant, emphasizing the role of engagement, feedback, and service quality in fostering loyalty. The analysis confirmed that business permits, resources, and strategies significantly affect sustainability, thereby rejecting the null hypothesis. These results underscore the importance of targeted policies and support mechanisms that promote regulatory compliance, improve access to resources, and strengthen strategic capabilities. Such interventions are vital to ensuring the long-term resilience of public market vendors in Northern Mindanao.

It is a central conflict of the e-commerce industry at the moment, as it is characterized by the enormous business advantages of personalization and the growing consumer privacy necessity. On the one hand, personalization guided by data is an important driver of expansion, providing quantifiable sales growth, conversion rates, and customer retention. This is propelled by gathering and examining extensive consumer data. Nonetheless, this dependency on data has brought about a profound consumer paranoia, as most people worry about privacy on the Internet, and are also worried about how their data is utilized. This has resulted in a privacy-personalization paradox, which is not a technical issue but is a strategic dilemma. Companies that do not focus on privacy are likely to lose consumer loyalty, which is the initial precondition of a successful personalization strategy. Research indicates that a high proportion of customers will never shop in a firm they cannot trust, and cybercrime may lead to instantaneous and irreversible loss of interaction with customized deals. The way ahead is thus not a trade-off, but a strategic change towards a framework of trust in which privacy and personalization are perceived to reinforce each other. Keywords : data-driven personalization, conversion rates, privacy-personalization paradox, data breach

A Structural Equation Model of Customer Retention in the Supermarket Industry in Uganda