FACTORS EFFECTING CUSTOMER RETENTION

Abstract

Now days everyone wants to maximize their profit and retain their customer. There are
many factors responsible for this customer retention but some of them are important.
This research study specialty concentrated on that how customer satisfaction, customer
loyalty, customer trust, and switching barrier contribute towards customer retention.
We have targeted two universities student of Peshawar region for conducting analysis.
In these two universities we have distributed 100 of samples. The universities in which
we have distributed sample of 100 were the city university and Iqra University. SPSS 20
has used for the conducting of analysis. After getting result of the study we have
identified that customer retention is more reliant on trust, Price& satisfaction of
customer in contrast of value. Quality, price and satisfaction are the major aspects
which subsidize for the customer retention for hand set mobile toward the university
student. Key words: Loyalty, customer value, Customer satisfaction, Customer trust,
Switching barriers and customer retention.