The Influence of Store Environment and Sales Promotion on Customer Retention: The Mediating Role of Perceived Value

This research aims to examine how the store environment and sales promotions influence perceived value, as well as how perceived value affects customer retention. This research uses a quantitative approach to investigate the mediating function of perceived value. Data was collected via an online survey from a representative sample of consumers or prospective buyers of retail brands in the Pakistani retail industry. A sample of 316 persons for the research was obtained from participants in Pakistan using convenience sampling. This research is based on an empirical investigation conducted using a questionnaire survey of the retail sector in Pakistan. Data analysis was conducted via SPSS and AMOS. This paper used the theory of customer relationship management. This research offers empirical data about the influence of the store environment and sales promotion on perceived value. Perceived value acts as a partial mediator in the suggested connections. Moreover, perceived value favorably affects customer retention. This research adds to the little literature on the retail sector in Pakistan. The findings provide national retail store brands with essential insights for formulating branding and marketing strategies. The findings suggest that retail marketers should examine the significance of perceived value in affecting customer retention.