Determinants of consumer retention strategies for telecom service industry in Central India

The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components i.e. relate, feel, think, act, and sense while customer satisfaction by three components i.e. overall service quality, individual experience, and service quality, and perceived expectation-actual performance. The findings of the study revealed the presence of a positive impact.

The study aims to explore how consumer satisfaction influences consumer trust and, ultimately, builds strong consumer loyalty in the dynamic world of Indonesian e-commerce. The relevance of this study is determined by how e-commerce businesses can improve customer loyalty by enhancing consumer trust and satisfaction. The study used a quantitative research design and surveyed 230 consumers from Jakarta, Indonesia. The data analysis involved utilizing validation and descriptive statistics in MS Excel and inferential statistics through SmartPLS to draw meaningful conclusions. The results showed a positive, significant, and direct relationship between consumer satisfaction and consumer loyalty. The R2 for consumer loyalty indicates that consumer satisfaction and consumer trust explain 56.6% of the variances in consumer loyalty, whereas consumer satisfaction explains 37.4% of the variances in consumer trust. Furthermore, the findings showed that this relationship is strengthened when consumer trust is included as a mediator, demonstrating a complementary partial mediation indicating that trust enhances consumer loyalty. Thus, the study concludes that consumers are more likely to feel loyal to e-commerce websites when their satisfaction is combined with trust. It provides considerable insights into the determinants of consumer loyalty and emphasizes the importance of establishing trust in e-commerce websites as a critical strategy to enhance customer loyalty. This paper also contributes to the broader literature on consumer behavior and loyalty in the context of digital business, providing new insights and perspectives that can help shape future research in this area.

Given the changing market conditions due to the globalization of the economy, legal environment, competitiveness, and consumer base, brand management must apply innovative approaches that reflect these changes. This paper aims to analyze the relations between selected socio-demographic characteristics of consumers and their preferences toward brands (i.e. the reasons they would replace their preferred brand with another one). The survey targeted 2025 consumers from the eight regions of Slovakia in March 2019. The respondents’ age had to be at least 15. Thirty-four questions formed the survey questionnaire, which was separated into three sections. Three socio-demographic factors were selected for analysis: age (three categories), education (three categories), and social status (six categories). The correspondence analysis was carried out via IBM SPSS Statistics, Version 25. The results were plotted on a multidimensional map. The average age is 40.24; the largest frequency is associated with primary/vocational graduates, 51.11%; 50.67 % of employees are recognized as having the greatest frequencies for social status. The findings indicate that the higher the age of consumers, the lower the effect of the image; the higher the level of education, the lower the effect of price on consumers’ motivation to replace their preferred brand with the alternative one. Furthermore, social status is mostly contingent upon the age. Hence, this paper observed similar correspondence analysis results between these socio-demographic characteristics; the most specific groups are students and the unemployed.

Acknowledgment
This study was financially supported by the Slovak Research and Development Agency – Grant No. APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.