An appraisal of customer engagement strategies on repeat purchase behavior: A study of an online retailer in Abuja
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- NGN 5000
Background of the Study:
Customer engagement strategies are pivotal in driving repeat purchase behavior, particularly in the fast-evolving e-commerce landscape. In Abuja, online retailers have increasingly adopted innovative engagement techniques—such as interactive content, personalized recommendations, and loyalty incentives—to create a seamless shopping experience that encourages customers to return. These strategies leverage digital tools and social media platforms to maintain continuous interaction and build a community around the brand (Chukwu, 2023). By engaging customers through regular updates, gamified experiences, and tailored promotions, retailers aim to transform occasional buyers into loyal repeat customers. This sustained interaction not only boosts sales but also enhances the overall customer lifetime value. As online competition intensifies, the effectiveness of customer engagement strategies in influencing repeat purchase behavior becomes a critical factor for long-term business success. The study examines how various engagement tactics contribute to repeat purchases, providing insights that can guide online retailers in optimizing their digital marketing efforts (Ibrahim, 2024).
Statement of the Problem
Despite significant investments in customer engagement initiatives, there remains a lack of empirical evidence linking these strategies directly to repeat purchase behavior among online shoppers in Abuja. Retailers often face difficulties in quantifying the return on investment from engagement tactics due to the absence of standardized measurement frameworks. This uncertainty makes it challenging to refine strategies and allocate resources effectively. The study seeks to address this gap by investigating the direct impact of customer engagement initiatives on repeat purchasing behavior (Adebola, 2023).
Objectives of the Study
To assess the effect of customer engagement strategies on repeat purchase behavior.
To identify which engagement tactics are most effective in driving repeat sales.
To recommend improvements for enhancing customer engagement in online retail.
Research Questions
How do customer engagement strategies influence repeat purchase behavior in online retail?
What engagement tactics are most effective in encouraging repeat purchases?
How can online retailers optimize their engagement strategies to maximize repeat customer rates?
Significance of the Study
This study is significant as it provides actionable insights into the relationship between customer engagement and repeat purchase behavior. The findings will help online retailers in Abuja enhance their digital marketing strategies, ultimately leading to increased customer loyalty and higher lifetime value.
Scope and Limitations of the Study
This study is limited to an online retailer in Abuja, Nigeria, focusing on customer engagement strategies and their impact on repeat purchase behavior. It does not consider other retail sectors or geographic regions.
Definitions of Terms
Customer Engagement Strategies: Techniques used to actively involve customers in the brand experience.
Repeat Purchase Behavior: The frequency with which customers make subsequent purchases from the same retailer.
Online Retailer: A business that sells goods and services over the internet.
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