Article
BRAND LOYALTY AND CUSTOMER RETENTION: A COMPARATIVE ANALYSIS OF FMCG AND TECH SECTORS
Customer loyalty has emerged as a major concern of any business in the current competent and fastpaced market. Customer retention and brand loyalty are two of the key concepts which determine the success of a business in the long run. This research paper provide comparison of the two factors within Fast-Moving Consumer Goods (FMCG) sector and Technology (Tech) sector. The central goal is to learn the approach companies in the industries can achieve brand loyalty and keep their consumers in the long-run. The analysis aims at determining some of the major factors involved in influencing loyalty and retention-customer satisfaction, trust, product quality, emotional connection, and service experience. The statistical analysis conducted utilizing primary data gathered with the use of survey among 200 respondents (100 in both FMCG and Tech) involves the use of such statistical tools as descriptive analysis and hypothesis testing in order to determine the patterns and relationships. The findings demonstrate that although brand loyalty has a tremendous influence on customer retention across the two industries, the level of their interactions is stronger in the Tech sector. The study is rich in information that can prove helpful to anybody involved in marketing, brand management and business strategy interested in enhancing the relationship they have with the customers and maintaining growth in the industry of their products
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