A Study on effectiveness of Customer Retention Strategies Adopted by Kerala Kaumudi, Thiruvananthapuram

Abstract

The present study examined the efficiency of customer retention techniques employed by Kerala Kaumudi, which is one of the prominent Malayalam language daily newspapers situated in Thiruvananthapuram, Kerala. In today's age, retention of loyal consumers is crucial for print media houses owing to decreased profitability of the print medium as well as the competitive nature of the environment. For conducting the research, descriptive method was applied, and primary data were gathered from 384 respondents using Cochran’s formula in case of unknown population size. The two most significant statistical methods were Factor Analysis and Mann–Whitney U Test. According to KMO test results (KMO = 0.787; p < 0.001), the suitability of data for factor analysis was determined, and quality of contents and reliability, usefulness of information, and credibility of newspapers were established as three key factors. Based on the Mann–Whitney U Test findings, a significant difference between male and female consumers with regards to their satisfaction with newspaper distribution was found. From the obtained results, it may be stated that consumer satisfaction, brand credibility, and effective distribution are key factors driving customer retention.