Factors Affecting Customer Retention in Discount Stores: A Case of Utility Stores Corporation of Pakistan

Abstract

This study is aimed to examine the impact of customer satisfaction customer loyalty service quality on Customer retention of Utility Stores Corporation of Pakistan. This is aquantitative study AMOS 18 and SPSS 20 techniques will be used to analyze the data. Populations of this study are the customers of Utility Stores of Bahawalpur Region. Sample size was 300 and convenient sampling strategy will be used to collect the data. Conclusion of this study indicates that in a highly competitive business world quite a lot factors significantly affect and sustain customer’s perceptions and loyalty with the firm’s business and products. So in order to hold customers for a long period of time, firms must pay attention on several important factors that make the customers satisfied, loyal and pleased by improving the quality of products and services of their businesses.