IMPACT OF CUSTOMER RETENTION ON BUSINESS PERFORMANCE IN THE SERVICE INDUSTRY: CASE STUDY OF NAFUU CLASSICS HARDWARE LTD

Abstract

Companies would flounder if they lost their regular clientele, who are the lifeblood of every enterprise. This is due to the belief that such businesses have no revenues, no profits, and so no market value. The descriptive method was employed for this analysis. The study's population was comprised of all 235 employees of Nafuu Classic Hardware Ltd. The study used a stratified sampling method using a sampling frame chosen from the company's official roster of employees at Nafuu Classics Hardware Ltd L. A total of 165 participants was randomly chosen to represent the study's target population size of 70%. A self-administered questionnaire was used to gather primary data for the study. Statistical Software for the Social Sciences was used to analyze the completed questionnaires (SPSS). Frequency and percentage analyses were utilized to draw conclusions from the data. Pearson's correlation coefficient was employed for inferential analysis to determine the statistical significance of associations between research variables. Data were provided in the form of tables and figures, and simple regression analysis was utilized to illustrate the significance of correlations between the research variables.