A STUDY ON BRAND LOYALTY AND CUSTOMER RETENTION STRATEGIES AT SARAVANA SELVARATHINAM (KEY IJP************350)

• Ramesh M

Abstract

Brand loyalty has become a crucial factor in sustaining competitive advantage and ensuring long-term customer retention in the retail industry. This study examines the relationship between brand loyalty and customer retention strategies at Saravana Selvarathinam, one of India's leading retail enterprises. The research explores key factors such as customer experience, pricing strategies, promotional efforts, product variety, and service quality that contribute to brand loyalty and influence customer retention. A structured quantitative research methodology was adopted, using surveys distributed to customers across various store locations. Statistical analyses, including correlation and regression, revealed a strong positive relationship between brand loyalty and customer retention. The findings highlight the importance of fostering a strong brand-customer relationship through effective engagement strategies. The study concludes with strategic recommendations to enhance brand loyalty initiatives, ultimately improving customer retention and ensuring sustainable business growth.