Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Designing a pattern for attracting and retaining loyal customers based on social responsibility in the clothing industry(A case study of Hakopian stores)

Document Type : Original Article

Authors
Golnar Shojaei Baghini 1
babak maleki 2
1 Assistant Professor and Director of the Department of Public Administration and Business Management, Shahroud Branch, Islamic Azad University, Shahroud, Iran (Corresponding Author)
2 PhD Student in Business Management, Marketing Orientation, Shahroud Branch, Islamic Azad University, Shahroud, Iran
10.52547/jabm.2.2.1
Abstract
The cost of attracting a new customer is more than 5 to 6 times that of an old customer, so many efforts are made to retain customers. One of the areas of attracting and retaining loyal customers is exercising social responsibilities towards the community. This research on ; Attracting , retaining , customer loyalty based on social responsibility in 4 areas; Value creation , performance transparency , altruism and environmental protection. The present study begins with the design of 4 questions and then , by formulating 4 main hypotheses and 16 sub-hypotheses , examines the impact of social responsibility on attracting and retaining loyal customers. Type of research method ; Qualitative, descriptive and survey and the statistical population is 96 customers of Hakopian stores that to collect the required information, a researcher-made questionnaire is used and its validity and reliability are guaranteed through the reliability and validity of quality methods. Data analysis was performed using non-parametric Kendall Tao b test in SPSS software and all its main and sub-hypotheses were confirmed with a significance level of 0.01% and Sig <0.05, which indicates the correlation of research variables. The results confirm that the implementation of social responsibilities has a definite effect on customer attraction , retention and loyalty. Finally, based on the theoretical foundations and results obtained, as well as the experiences of Hakopian, a model in 5 sections for the exploitation of business owners is presented
Keywords
Keywords
Attracting and retaining customers
loyal customers
corporate social responsibilities

Subjects

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