Volume 20, Issue 1

Enhancing Customer Loyalty Through Digital Engagement and Trust in the Fashion Industry of Pakistan

This study uses Relationship Marketing Theory, to examine the role of Social CRM and trust in affecting customer loyalty in the apparel sector. While the focus of the study is to identify role of social CRM and customer trust on creating customer loyalty by utilizing social media channels by fashion brands of Pakistan. The data collection involved structured surveys administered to frequent shoppers in Pakistan e-commerce websites, the data collection resulted in 201 valid responses out of 211. On the valid data the analysis included initial data cleaning in SPSS and later the cleaned data was analyzed using Partial Least Squares Structural Equation Modeling using SmartPLS 4.0. The results of study reveals that Social CRM does not directly influence customer loyalty, however both customer trust and SCRM significantly influences the customer satisfaction. However the trust and satisfaction significantly leads to customer loyalty. Thus it identifies that social engagement translates to loyalty only when customers are satisfied. For fashion sector in Pakistan these findings emphasize the needs to integrate proactive social media strategies with trustworthy customer service as such an approach fosters the trust and satisfaction required to maintain long term consumer relationships, which leads to greater customer loyalty.