Customer Engagement, Satisfaction, Retention, and Repurchase Intentions as Mediated by Marketing Strategies

Gynnyn  G. Gumban,; Haifei  Liu,

Customer Engagement, Satisfaction, Retention, and Repurchase Intentions as Mediated by Marketing Strategies

Abstract:

This study investigates how marketing strategies mediate the relationships among customer engagement, satisfaction, retention, and repurchase intentions in the retail sector of Guangxi City, China. Guided by the Service-Dominant Logic (SDL) theory and Customer Relationship Management (CRM) framework, the research adopts a descriptive-correlational design involving 385 customers and 50 retail owners or staff. Data were collected through a researcher-made questionnaire and analyzed using descriptive statistics, t-test, ANOVA, and Pearson’s correlation at a 0.05 significance level. Results reveal significant positive relationships among engagement, satisfaction, retention, and repurchase intentions, indicating that well-implemented digital marketing strategies enhance these customer relationship dimensions. Findings also confirm that marketing strategies play a mediating role between customer engagement and retention, as well as between satisfaction and repurchase intention. Specifically, social media marketing, loyalty programs, and personalized digital content emerged as the most effective drivers of engagement and loyalty. The study highlights that integrating customer-centric and data-driven marketing practices fosters sustainable business growth and aligns with the Sustainable Development Goals (SDGs) 8, 9, and 12. It concludes that businesses that effectively leverage digital marketing strategies can enhance customer value co-creation, satisfaction, and loyalty, contributing to long-term competitiveness in the retail industry.

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