Relationship Marketing And Customer Retention In Hong Kong's Dynamic Retail Market
Citation
Chau, A. K. L., & James, E. E. (2025). Relationship Marketing And Customer Retention In Hong Kong’s Dynamic Retail Market. International Journal Of Management & Entrepreneurship Research, 7(8), 645–660. https://doi.org/10.51594/ijmer.v7i8.2001
Abstract
This study examined relationship marketing's impact on customer retention across five retail categories in Hong Kong. Survey analysis of respondents aged 18-60+ revealed customer care and communication are key retention drivers, contrasting with Western marketing models. Hong Kong's tech-intensive market prioritises operational excellence and digital engagement over traditional relationship building. The study adapts global marketing theories to Asian markets, establishing a framework for customer retention in technology-driven retail environments. The findings demonstrate that successful retention strategies require a balance of technological efficiency and cultural sensitivity while maintaining operational excellence. This research provides practical insights for retailers operating in Asian markets with similar technological adoption rates.
Keywords
Relationship Marketing, Customer Retention, Retail, Customer Care, Communication, Trust-building, Service Quality
Highlights
Customer care drives retention in Hong Kong retail
Communication efficacy is critical for Asian market loyalty
Representative survey across 5 retail sectors and 4 age demographics
Hybrid market model for tech-driven Asian retail strategies
Service quality shows limited retention impact
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