Journal of Entrepreneurship Research

Journal of Entrepreneurship Research

Designing and Validating the Customer Retention Model in Online Businesses (Case Study: Clothing Industry)

Document Type : Research Article

Authors
Zahra Cheghaghasemi
Omidali Kahrizi
Department of Management. Islamic Azad University of Kermanshah Branch, Kermanshah, Iran
10.22034/jer.2023.1999777.1037
Abstract
One of the most important topics in online business studies is customer retention. The aim of this study was to develop and validate a customer retention model for online businesses. The research was an applied study in terms of purpose and a mixed-methods study in terms of approach. The statistical population in the qualitative phase included theoretical experts (marketing management professors) and experimental experts (clothing industry managers) out of whom 15 people were selected purposefully for interview. In the quantitative phase, the statistical population was composed of customers of online clothing businesses, 400 of whom were selected by the convenience sampling technique. The data collection tool was a questionnaire whose validity was confirmed by content validity and whose reliability was estimated by Cronbach's alpha. Data were analyzed by the meta-synthesis method using the Maxqda software package in the qualitative phase and by the ISM method and partial least squares using the MicMac and SmartPLS software package in the quantitative phase. Based on the findings of the research, the interactivity, aesthetics, and performance of the online system have an impact on the advertisement, promotion, and security of online businesses, thereby affecting the customer experience and leading to customer loyalty, electronic trust, and customer satisfaction. So, customer retention can be secured by customer loyalty, satisfaction, and trust.
Keywords
Clothing Iindustry
Customer Loyalty
Customer Retention
Online Businesses
 
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  • Receive Date 15 April 2023
  • Revise Date 06 July 2023
  • Accept Date 07 July 2023