A STUDY ON THE IMPACT OF CUSTOMER LOYALTY AND RETENTION STRATEGIES ON BUSINESS PERFORMANCE WITH SPECIAL REFERENCE TO MAX FASHION IN COIMBATORE CENTRAL ZONE

Customer loyalty and retention have emerged as critical determinants of sustainable business performance in the competitive retail industry. This study examines the impact of customer loyalty and retention strategies on the business performance of Max Fashion, with special reference to its operations in the Coimbatore Central Zone. The research explores key loyalty drivers such as service quality, product assortment, pricing strategies, promotional offers, customer engagement initiatives, and personalized marketing practices.A structured methodology was adopted using primary data collected from customers through survey questionnaires, complemented by secondary data from company reports and relevant literature. Statistical tools were employed to analyze the relationship between loyalty initiatives and performance indicators such as sales growth, repeat purchase behavior, customer satisfaction, and brand preference. The findings indicate a strong positive association between effective retention strategies and improved business outcomes. In particular, consistent service quality, attractive reward programs, and targeted communication significantly influence repeat patronage and long-term customer relationships. The study concludes that strategic investment in customer-centric practices enhances competitive advantage and contributes to sustained profitability. The results provide practical insights for retail managers seeking to strengthen customer retention frameworks and improve overall organizational performance.