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Associate Professor, Department of Management Studies, St.Joseph’s College of Engineering, OMR , Chennai, Tamil Nadu , India
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Associate Professor, Department of Management Studies, Jerusalem College of Engineering, Pallikaranai , Chennai, Tamil Nadu , India
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Assistant Professor, Department of Management Studies, St.Joseph’s Institute of Technolgy, OMR , Chennai, Tamil Nadu , India
Associate Professor (Senior Grade), Mepco School of Management Studies, Mepco Schlenk Engineering College , Sivakasi, Tamil Nadu , India
This study examines how well e-commerce tactics work to encourage client retention in digital retail settings using the 4Ps Marketing Strategy (Product, Place, Price, and Promotion). The study addresses the gap of missing an integrated quantitative framework capable of systematically linking the conventional marketing mix dimensions with measurable customer retention results on e-commerce platforms. 356 active e-commerce customers from various Indian online buying platforms provided data for the current study, which used a method of quantitative investigation based on a cross-sectional survey design. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the gathered responses in order to look into the connections between various marketing mix constructions, customer satisfaction, and consumer retention behaviour. The measuring constructs' convergent validity and reliability were tested using Cronbach's alpha, Composite Reliability (CR), and Average Variance Extracted (AVE), which produced results above the suggested cut-off. The findings demonstrate that the retention and satisfaction of client outcomes are significantly impacted by all four marketing mix variables. The product had the greatest impact on customer satisfaction (β = 0.41, p < 0.001), followed by Promotion (β = 0.36, p < 0.001), Price (β = 0.29, p < 0.01), and Place (β = 0.22, p < 0.05). Additionally, having a path coefficient of 0.73, customer satisfaction significantly influenced customer retention. With an R2 of 0.68, the suggested model demonstrated a good explanatory power, meaning that the combined 4Ps framework accounted for 68% of the variance in retention of customers. The study concludes that the customer-focused execution of marketing mix strategies significantly impacts the retention performance of the e-commerce ecosystem and provides a statistically verified framework for measuring the effectiveness of digital marketing.
This is an open access article distributed under the Creative Commons Attribution Non-Commercial License (CC BY-NC) License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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