Factors Influencing Customer Retention within the Retail Pharmacy

Assignment Task

Research aim:

The aim of the study is to investigate the factors which impact retention of customers in the retail pharmacy industry in Saudi Arabia and to know to what extent each variable can contribute to the ongoing process of customer retention.The study tries to explorethe effect of brand image, customer relationship management practices and customer satisfaction in relation to customer retention.

Objectives of the study:

1. To assess the relation between brand image and retention of customers.
2. To evaluate the impact of CRM practices on retention of customers.
3. To estimate the effect of customer satisfaction on retention of customers.
4. To come up with recommendations to improve customer retention strategies.

Research questions:

The research questions for this study are:

1. What is the effect of brand image on customer retention?
2. What is the impact of CRM practices on customer retention?
3. What is the effect of customer satisfaction on customer retention?
4. How to implement the findings of the study to create a successful strategy?

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