Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan)

Abstract

Customer focus is a concept that academics and professionals have been discussing in recent years. These are deeply ingrained ideas and standards that make customer relationships a top priority within the organization. The main objective of this research is to determine the impact of the CRM strategy on customer retention. The total sample of this study is 220, and the questionnaire includes 15 items. This research is based on exploratory and quantitative nature. Use survey methods to collect data from respondents through questionnaires. Calculate SmartPLS-SEM-3.0 to study the hypothesis of this investigation. The findings of this research show that Customer Orientation and Service Quality have an impact on Customer Retention. Additionally, the sale of a company can increases if they are maintaining the quality of the food, and there will be significantly less Customer Retention.