The Relationship Between Sustainable Marketing and Customer Retention An Empirical Study on Customers of Telecom Companies in the Arab Republic of Egypt

Abstract

Research Background and Problem: This study explores the relationship between sustainable marketing and customer retention.

Purpose: The research aims to investigate how sustainable marketing impacts customer retention within the context of telecom companies in the Arab Republic of Egypt. The study employs a positivist philosophy, a deductive approach, and a mixed-methods methodology combining quantitative and qualitative analysis.

Methods: Data was collected using a questionnaire, with 440 usable responses gathered electronically through social media channels from customers of telecom companies in the Arab Republic of Egypt. SPSS was used to analyze the causal relationships between the research variables.

Findings: The results indicate that sustainable marketing has a significant positive effect on customer retention.

Recommendations: This research provides practical implications for the telecom industry and offers theoretical insights for researchers interested in studying these variables.

Keywords:  Customer Retention. Customer Satisfaction. Green Market. Social Responsibility. Sustainable Marketing. Telecom Companies.