CUSTOMER RETENTION

This study examined the influence of brand loyalty factors on customer retention strategies in the fashion industry in Delta State, Nigeria. Four major determinants of brand loyalty brand communication, social influence, service innovation, and loyalty programmes were analysed to assess their impact on customers’ continued patronage of fashion brands. Data were obtained through structured questionnaires administered to 200 respondents and analysed using descriptive statistics, correlation, and multiple regression techniques. The findings revealed that social influence (β = 0.319, p < 0.001) and loyalty programmes (β = 0.305, p < 0.001) exerted the strongest effects on customer retention, while service innovation (β = 0.290, p < 0.001) and brand communication (β = 0.271, p < 0.001) also had significant positive impacts. An adjusted R² of 0.869 indicated that the model effectively explained customer retention outcomes among fashion consumers. The study concludes that effective social engagement, innovative service delivery, and well-structured loyalty initiatives are key to sustaining long-term customer relationships in the fashion sector. It recommends that fashion brands integrate communication, innovation, and loyalty-driven strategies to improve retention and competitiveness. The research expands knowledge on consumer behaviour in emerging markets and offers strategic insights for fashion marketers and brand managers.