Improving Customer Retention Strategy to the Brand of Marketplace "X"

The e-commerce market in Russia is actively developing after the 2019 pandemic, with more and more competing players appearing every year. Under these conditions, it is becoming difficult for marketplaces to retain their customers and reduce their turnover among other companies. To retain the loyalty of users, online retailers have to build personalized strategies to retain them. Companies need to identify the factors that influence the level of loyalty, trust and emotional attachment to their brand so that their chosen customer retention strategy can be effective. The purpose of this research was to improve the customer retention strategy for the brand of marketplace “X”. For this purpose, scientific literature was analyzed, marketplace and competitors were analyzed and internal analysis of company “X” was conducted, based on which 4 main hypotheses were identified, which were tested in the empirical part of the study. To confirm the hypotheses, 15 in-depth interviews and a survey were conducted, with a sample of 214 respondents. All participants of the research are users of Russian marketplaces and make at least 1 purchase per month on them. The results of the survey were analyzed using the methods of factor and regression analysis. On the basis of which recommendations were made to improve the strategy of customer retention to the brand of marketplace “X”.