Citation:Suganya, A., Mary Theresha, S., Queenmary Figurado,X.M., Glodiya Fernando, N.I., Lathursha, S., Sinduja, K. and Shivany, S.(2017). THE ELECTRONIC WORD OF MOUTH AND CUSTOMER RETENTION AT RETAIL STORES IN JAFFNA MARKET.International Conference on Advanced Marketing 2017. Department of Marketing Management, University of Kelaniya, Sri Lanka.p 62.
Date:2017
Abstract:
Nowadays people mostly access social media therefore they get information regarding goods and
service through e-WOM . E-WOM can be found in several different typologies known as one-to-one
communication ,one-to-many communication(websites) or many-to-many communication .Lack of
Research Work on the topic of how Electronic Word of Mouth (E-WOM) has impact on customer
retention made a gap for the research. Many researchers studied the influencing variable of customer
retention in retail sector in other countries. Jaffna market, an developing retail plat-form needs the
kind of research for strategic implication on technology application for E-WOM therefore, this
research tries to make a link with E-WOM and customer retention. A frame work was developed
based on extensive review of Literature with two variables E-WOM and customer retention. a
structured questionnaire was distributed among 100 customers who engaged with E-WOM in Jaffna
retail market. The findings show that E-WOM has a significant positive impact on customer
retention. There is a positive significant impact on customer retention on E-WOM. Findings clearly
indicate that is imperative for retail sector to enhance customer retention. This due to growth of
information Technology, instant popularity of websites such as face book, Twitter, Youtube and
Wikipedia which have given liberty to customers in spreading there feedback quickly and
conveniently.
