The Effectiveness of Relationship Marketing Strategies on Customer Loyalty Evidences from the Textile Retail Industry of Kozhikode District Kerala

Abstract

This research is undertaken to understand the impact of relationship newlinemarketing strategies to customer loyalty in textile retail industry in Kozhikode District, newlineKerala. Although textiles play a tremendous role in the local economy, very little is yet newlineknown about the impact of relationship marketing in retention of customers in this newlineculturally vibrant and diverse regional context. This gap study intends to fill the gap by newlinestudying the implementation and effectiveness of such strategies and provides insights to newlineenable local businesses to improve their customer loyalty and thrive in a post pandemic newlineretail environment. newlineIn relationship marketing, we talk about a thing not about one specific newlinetransaction. In particular, this approach is very relevant in super competitive retail textile newlinesector where customer loyalty is the main influencer to keep revenue constant and the newlinebusiness viable. Kozhikode, with its rich cultural heritage and established financial newlinesignificance as a textile industry significantly offers various potentials and dissimilarities newlinefor relationship marketing. This research focuses on how relationship marketing newlinestrategies customer loyalty in this specific regional market. newlineThe study uses descriptive research design and collected primary data from newline642 respondents through a well-structured questionnaire. The data perspective of target newlinepopulation was captured using nonand#8208; probability purposive sampling newline