A Study on the Effect of Pricing Strategy on Customer Retention in Kurdistan

Azad, Sara and Shankar Singh, Uma (2019) A Study on the Effect of Pricing Strategy on Customer Retention in Kurdistan. International Journal of Supply Chain Management, 8 (1). pp. 98-112.

Text (Research Article) 2654-8908-1-PB.pdf - Published Version Download (727kB)

Abstract

Pricing Strategies is the most vital variables related to the required industry consequence in a competitive business environment. The main purpose of this study is to investigate the relationship between pricing strategy and customer retention. The researcher used quantitative research study to analyze the relationship between pricing strategy and customer retention in chosen businesses in Kurdistan. The researcher gathered 87 questionnaires in order to measure the relationship. The findings revealed that the correlation showed that the value of Pearson correlation is .825** this demonstrated that there is a positive and significant relationship between pricing strategies and customer retention in businesses in Kurdistan, the finding of a simple regression analysis showed that the P value is .000 ( B= .846) this means there is a positive and significant relationship between pricing strategies and customer retention in Businesses in Kurdistan, therefore the findings demonstrated that the research hypothesis is supported. According to the research findings, it is highly suggested to use an effective pricing strategy in order to retain customers in Businesses in Kurdistan. The limitation of this research is lack of time that the researcher was not able to gather more information and data regarding pricing strategy and customer retention.

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