Assessing the Effectiveness of Information Technology Applications for Customer Retention in Retail Sector – A Sample Survey

Journal Article

2014

Published in: Assessing the Effectiveness of Information Technology Applications for Customer…

Siddiqui, Syeda Shaheda . 2014

The study at hand explores the role of IT on customer retention practices adopted by the retailers in the city of Aurangabad (MS), India. The study is based on both secondary and primary data. For the primary data, an empirical study was conducted amongst the customers and employees of the five chosen retailers. The content analysis of the qualitative data was done through a combination of all three methodologies, conventional, summative and directed. For quantitative analysis, the researcher has considered SPSS analysis, descriptive analysis and the inferential analysis. The key findings of the study were that IT has played a vital role in bridging the communication gap between the customers and the brands and companies and also promote a two-way communication which helps the companies to understand the customers, their characteristics, consumer behavior and buying patterns more comprehensively and thus can derive more effectual customer retention strategies. The study has also paved way for further study in regards to other industries, geographical locations or one particular company. Also, the efficiency of different IT tools and CRM can be analyzed in context of the above mentioned frameworks. The findings of the study holds a lot of relevance even for other sectors as it is about customer retention and each company is struggling to device strategies to attract and retain customers for long-term sustainability and profitability.

• Publication Work Type: Ph.D
• Volume Number: VI
• Issue Number: 1
• Magazine \ Newspaper: International Journal of Information Technology and Management
• Pages: 1to16