Abstract

Customer retention has emerged as a central concept in modern marketing research due to the increasing recognition that retaining existing customers is significantly more cost-effective than acquiring new ones. In competitive markets where product differentiation is minimal and consumers have multiple choices businesses must prioritize long-term customer relationships as a primary growth strategy. The evolution of marketing from transactional exchanges to relationship-oriented practices has further intensified the need to understand the determinants mechanisms and outcomes of customer retention. This study explores customer retention as a multidimensional strategic process influenced by customer satisfaction perceived value trust switching barriers service quality and brand engagement. The research emphasizes the role of retention strategies in shaping loyalty repurchase intention and positive word-of-mouth behaviour. It investigates the interplay between organizational efforts such as