Customer Attitude and Retention: The Impact of Customer Relationship Management Practices on Retail Supermarket in Bangladesh

Hossain, MA ORCID: 0009-0009-1507-4532 (2026) Customer Attitude and Retention: The Impact of Customer Relationship Management Practices on Retail Supermarket in Bangladesh. Doctoral thesis, Liverpool John Moores University.

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Abstract

In today’s highly competitive market, fostering positive customer attitudes and retaining a larger customer base are crucial for meeting business objectives. Customer Relationship Management (CRM) plays a pivotal role in achieving these goals. Research highlights the importance of CRM in customer retention, as it allows companies to effectively manage relationships, tailor offerings to individual needs, and deliver personalised experiences. However, CRM practices are complex, and their implementation can be challenging, often falling short of expected success. Problems may arise due to various factors, such as identifying key constructs of CRM and integrating it into the overall business strategy. A systematic review of multidisciplinary literature reveals a scarcity of research focused on identifying the key constructs that drive successful CRM implementation in the retail supermarket sector. Findings from existing studies in sectors such as banking, telecommunications, hospitality, and leisure may not be appropriate for the proposed study. Due to the complexities and unportable nature of certain CRM practices, businesses in the food retail supermarket sector must focus on industry-specific measures and dimensions to achieve effective outcomes. Furthermore, there is a lack of research on understanding CRM implementation success in Southeast Asian countries in general, and in Bangladesh in particular. This study seeks to address the existing research gap by identifying key CRM constructs that influence CRM success in the retail supermarket sector in Bangladesh. CRM success is defined by a combination of customer attitude and customer retention. A systematic literature review was conducted, allowing for the development of conceptual frameworks based on prior studies, identified CRM constructs, and existing CRM models. This research adopted a positivist philosophy with a deductive approach, employing a quantitative method that used a web-based questionnaire survey to collect data for testing and validating the proposed framework. The measurement items for the research model were derived from existing measures to ensure content validity. The survey instrument was initially reviewed by academic experts, and a pilot survey was conducted to further enhance the validity and reliability of the questionnaire items. A total of 381 valid responses were received from retail supermarket customers in Bangladesh. SPSS (v.28) was used for analysing demographic statistics, while AMOS (v.28) was employed to test the measurement model through confirmatory factor analysis and to assess the structural model using structural equation modelling. Both analyses indicated a good fit to the data and demonstrated strong construct validity. The findings revealed that CRM success was influenced by several key constructs: the physical environment, salesperson interaction, trust development, and social network interaction. Additionally, the results indicated that customer attitude plays a mediating role in the relationship between these four constructs and customer retention. This study advances the body of literature by: i) investigating key CRM constructs within the context of retail supermarkets in Bangladesh, ii) evaluating how these constructs impact customer retention and attitude in the same context, and iii) assessing the mediating influence of customer attitude between CRM constructs and customer retention. Furthermore, this research provides valuable contributions, particularly for retail managers and practitioners seeking effective strategies for customer relationship management. The study offers insights into the key CRM variables that influence customer attitude and retention, enabling companies to design customised approaches that resonate with their target markets.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Customer Relationship Management, Customer Attitude, Customer Retention, Retail Supermarket Sector, Emerging Markets, Structural Equation Modelling.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Liverpool Business School
Date of acceptance:	4 June 2026
Date Deposited:	29 Jun 2026 08:29
Last Modified:	29 Jun 2026 08:30
DOI or ID number:	10.24377/LJMU.t.00028841
Supervisors:	Durowoju, O and Foster, S
URI:	https://researchonline.ljmu.ac.uk/id/eprint/28841

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