PROMOTIONAL MARKETING STRATEGIES AND CUSTOMER RETENTION: THE ROLES OF CUSTOMER SATISFACTION AND TRUST IN MELCOM, ACCRA

This study examines the effect of promotion mix strategies on customer retention among Melcom customers in Accra, Ghana, with particular emphasis on the mediating roles of customer satisfaction and trust. The study is motivated by increasing competition in the retail industry and the need for organizations to adopt effective marketing communication strategies to attract and retain customers. It focuses on key elements of the promotion mix, including advertising, sales promotion, personal selling, public relations and direct marketing, and their influence on customer retention. Although previous studies have established relationships between promotional activities and customer retention, their findings remain mixed, suggesting the need to examine the mechanisms through which promotional strategies influence customer retention. Specifically, the study investigates whether customer satisfaction and trust mediate the relationship between promotion mix strategies and customer retention. Drawing on the marketing communication and customer relationship perspectives, the study seeks to provide insights into how effective promotional activities can strengthen customer relationships, enhance consumer confidence and encourage repeat patronage. The study is expected to contribute to the understanding of promotional effectiveness in Ghana's retail sector and provide practical guidance for improving customer retention strategies at Melcom. Its findings will also offer useful implications for retail managers seeking to develop customer-centred promotional strategies that promote long-term loyalty and sustainable competitive advantage.