Main Article Content
Abstract
In the present scenario, retailers are working towards finding the good marketing strategy or tactics to fulfill the customer’s wants and needs, and businesses spends more amount of money to obtain new customers as well to retain existing customers. This study focuses on the key relationship between marketing tools such as store community, customer service, personalization and customer retention in retail industry. An empirical investigation of 118 loyalty/reward program members of retail stores inSouth Tamilnadu. The results found association between marketing tools, namely, customer service, loyalty/rewards programs, store community and personalization. Personalization had a major positive relationship with customer retention. The study provides important insights into the loyalty program management practices of retail stores.