Abstract:
"
Nowadays the main form of trade for firms and customers have been Online
interactions. The creation of online connections as interactions that are mediated
through online networks provides problems and opportunities for companies. A vast
and ever-evolving toolset allows marketers to manage their connections online in
environments like e-commerce, media, online communities, mobile, Big Data,
Artificial Intelligence and Enhanced Reality, while expansive progress is being made in
computer technology. This study is focusing on how online relationship marketing can
be utilized effectively to retain fashion consumers in local context.
This study provides a thorough examination of the on-line marketing relationships in
connection to their concepts, the development of business practice and empirical
insights from academic research, for advancing academic understanding and guiding
management decision-making. The conceptual framework for the study was designed
to utilize quality services, price perception, convenience, technology and trust as
independent factors and consumer retention as the dependent variable. This research
will take a philosophical approach of positivism as it applies to highly organized
quantitative research that uses theoretical and empirical research to evaluate the
hypothesis. The deductive research technique is founded on positivist philosophy. The
gathering of data is done by use of a 250-sample size questionnaire for hypothesis
assessment.
The research is mainly based on a survey with identified online relationship marketing
dimensions. At the later part of the study, author suggests a developing internet
marketing paradigm. The reliability and validity of the research comprising descriptive
analysis and multiple regression analyses are tested using quantitative data to create
a model. Recommendations are submitted based on the study findings.
"
