The Mediating Role of Customer Satisfaction on the Relationship between Price-Quality-Services and Customer Retention

Aim/Purpose:-The aim of the descriptive research study was to know the factors of customer retention which helps to gain the competitive advantage. There are various factors like: price, quality and services will helps to maintain the better customer satisfaction. The higher customer satisfaction will leads to higher customer retention. Outcome:- The outcome of the research will facilitate to know the factor which contributes higher customer retention. Research Methodology/ Research Design:-The researcher has taken sufficient sample size to collect the opinion from the respondents for better customer retention in the competitive world. Statistical tools:- Applied both descriptive and inferential statistics like: mean, standard deviation, reliability analysis, factor analysis, exploratory factor analysis, confirmatory factor analysis, structural equation modeling using R-Programming. Novelty:- The model is being developed with new factors like; customer satisfaction, price, quality and service. Model Validity:-The model validated through GFI, AGFI, CFI, TLI and RMSEA. All the values have shown >.90. The RMSEA value which is <.08. Therefore, it can be conclude that the model has shown the best fit. Social Relevance:- The outcome of the research can be generalized to common phenomena for customer retention in the competitive world. Originality:- The research content not copied from any sources. Type of Research:- It is a descriptive research design. The outcome of the research can be generalized under any circumstances in India as the socio-economic conditions will not change much.