A Study on the Customer Retention Strategy and its Practices with Reference to Four-wheeler Industry in Raipur City
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A Study on the Customer Retention Strategy and its Practices with Reference to Four-wheeler Industry in Raipur City
Authors:
Dr.Indu Santosh, Assistant Professor, Amity University Raipur (C.G.) Mausam Sharma, BBA VI Sem, A80306422190 Amity University Raipur (C.G.)
Abstract:
This study investigates the customer retention strategies employed by the four-wheeler automobile industry in Raipur city. The research highlights the importance of retaining existing customers over acquiring new ones, focusing on practices such as after-sales service, customer loyalty programs, personalized communication, and service quality. Primary data was collected through structured questionnaires from customers and dealership staff. The analysis reveals key factors influencing customer loyalty, such as timely service, staff behavior, price transparency, and brand experience. The study concludes with practical suggestions for enhancing retention rates in a competitive market like Raipur.
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