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• W3181914951 abstract "Pricing is one of the main factors in the marketing mix which helps business determine their strategies to opt for success pricing plays a major role in digital marketing as it attracts customers to their products. Technology has led businesses to search for alternative methods of attracting and retaining customers. The increase in market competition is making it hard for businesses to survive. Businesses are now moving on to digital markets to keep up with the new era. The aim of the research was to evaluate the effect of pricing in digital market on customer retention. The study involved the evaluation of the effect of pricing and promotional strategies on customer retention of businesses that have digital presence. The research was of quantitative nature. Though secondary data was reviewed and presented to gain background information regarding the research topic, a questionnaire was used to gather relevant data from participants, and then processed through SPSS to determine whether the hypotheses of the study was accepted or rejected. A total of 130 questionnaires were distributed. The researcher regathered 121 questionnaires, out of which only 113 were fully completed and viable to be used in the study. The researcher conducted a reliability test, which showed that the questions were valid to answer the research question. The correlation test showed that all questions correlated well with each other. The regression analysis used to test the hypotheses showed that pricing and promotions had significant effect on customer retention. The research contributed to studies conducted within the Kingdom of Bahrain, specifically related to digital markets. The research fills the knowledge gap in the field of study. The study is also beneficial to companies to realize the importance of digital markets and the effect of their pricing strategies and how they are able to gain and retain customers in the market." @default.
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• W3181914951 date "2021-01-01" @default.
• W3181914951 modified "2023-10-03" @default.
• W3181914951 title "Effect of Pricing in Digital Markets on Customer Retention" @default.
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• W3181914951 doi "https://doi.org/10.1007/978-3-030-72080-3_23" @default.
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