Relationship marketing and customer retention in Hong Kong’s dynamic retail market

This study examined relationship marketing's impact on customer retention across five retail categories in Hong Kong. Survey analysis of respondents aged 18-60+ revealed customer care and communication are key retention drivers, contrasting with Western marketing models. Hong Kong's tech-intensive market prioritises operational excellence and digital engagement over traditional relationship building. The study adapts global marketing theories to Asian markets, establishing a framework for customer retention in technology-driven retail environments. The findings demonstrate that successful retention strategies require a balance of technological efficiency and cultural sensitivity while maintaining operational excellence. This research provides practical insights for retailers operating in Asian markets with similar technological adoption rates.