Section Article

Investigating Customer Retention as a Marketing Strategy
Author(s): Samay Raina

Abstract
Customer retention has emerged as one of the most critical and transformative components of modern marketing strategy reshaping how businesses conceptualise growth competitiveness and long-term sustainability in increasingly dynamic markets. As global economic conditions fluctuate and industries confront intensified competition rising acquisition costs evolving consumer expectations and digital transformation organisations have become more aware that retention-focused strategies deliver significant competitive advantage compared to traditional acquisition-driven approaches. This research investigates customer retention as an essential marketing strategy examining its conceptual foundations operational principles influencing factors long-term benefits and strategic relevance in contemporary business environments.