Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing
Client
Daraz
Project Type
MBA Research Project
Keywords
Customer Retention, Customer Satisfaction, Purchase & Repurchase Intentions, Perceived benefits
Abstract / Summary
This project explores Customer Retention for ecommerce space. Customer retention and its drivers are not only studied but one of the drivers is also zeroed in on and piloted with the actual customers of Daraz. The results that come out indicate the areas that Daraz can focus on in order to avoid customer churn and improve their retention.
Recommended Citation
Hasnain, S., Qayyum, M. S., Sameen, M. Y., Razzaq, D. A., & Ansari, T. (2023). Daraz - Customer Retention Strategy (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/297
