AUTHORS: Rose Mae Ann T. Añora, Ester Grace M. Bruno, Kathlanee Jay T. Mama, Christine C. Noja, Rhea Mae H. Pimentel
arosemaeann@gmail.com, brunoestergrace@gmail.com/https:/orcid.org/00092
kathlaneejaymama@gmail.com, christinenoja01@gmail.com, rheapimentel275@gmail.com
Philippine Electronics and Communication Institute of Technology Inc.,
College of Business Management Education
Co-Author: Mariam Kristine A. Sanico,MBA
Dean, College of Business Management Education
mariamkristineabdulkadil@gmail.com
https://orcid.org/0000-0002-0713-834X
Keywords: Reward Structure, Design, Benefits, Engagement, Repeat Purchase, Lifetime-Value, Behavior, and Advocacy, Philippines
ABSTRACT
Marketing strategies and customer loyalty in the fashion retail sector of Butuan City, this research underscores the significant impact of well-executed marketing on fostering a loyal customer base. This study determined the marketing strategy and customer loyalty among fashion retail industry. This study used a descriptive correlational research design and was conducted in Butuan City, the respondents of the study were the fashion retail customers in Butuan City. There were one hundred (100) customers surveyed to get their perception. Quota sampling technique was used since only the available customers considered as respondents of the study during the distribution of the questionnaire. The study used a modified survey questionnaire. The following statistical tools were used to treat the problem posted in the study. Frequency and Percentage, Mean, and Pearson-r in treating the problem in this study. The study found out that marketing strategies and customer loyalty within the fashion retail industry reveals a significant interrelationship between effective marketing practices and enhanced customer loyalty. The findings indicate that well-structured loyalty programs, characterized by personalized rewards, emotional engagement, and unique benefits, play a crucial role in fostering repeat purchases and brand advocacy. Furthermore, the research highlights the importance of omnichannel strategies that create seamless shopping experiences, thereby deepening customer engagement and increasing lifetime value. the study emphasizes that a strategic approach to marketing—one that prioritizes customer engagement, emotional connections, and personalized experiences—will not only enhance customer loyalty but also contribute to long-term business success in the competitive fashion retail landscape
