OPTIMIZING B2B CUSTOMER RETENTION: A STRATEGIC SOCIAL MEDIA MARKETING APPROACH FOR IT INDUSTRY PRODUCTS

Abstract

As the Information Technology (IT) industry continues to evolve rapidly, customer retention has emerged as a critical factor in maintaining a competitive edge and sustainable growth. Social media platforms have become indispensable tools for businesses to engage with their target audience, and the IT industry is no exception. This abstract explores the role of social media marketing as a strategic approach to enhancing customer retention within the IT sector. The objective of this study is to identify key factors of customer retention towards effective social media marketing strategy employed by IT companies to retain their existing customer base. The research delves into various social media platforms, including but not limited to Facebook, Twitter, LinkedIn, Instagram, and YouTube, to examine how each platform contributes to customer retention efforts. Research is based on descriptive research. Questionnaire has been formulated using Google form based on the objectives of the study. The Questionnaire has been circulated to the employees who are working and who are aware of IT industries marketing strategy. Around 180 Responses has been collected for the study out of which 20 responses are incomplete. So around 160 responses has been taken for further study. The data has been transferred to IBM SPSS software for further analysis. Frequency analysis, Factor Analysis chi square analysis and regression analysis were used for the purpose of data analysis.  IT companies prioritize building meaningful relationships with their clients by actively listening to their needs, preferences, and concerns. The study concludes that Customer retention in the IT business is greatly impacted by various aspects, including customer engagement, brand value, personalized solutions, cost-quality trade off, and customer experience. These elements play a significant role in influencing client loyalty through social media marketing. Efficient customer engagement entails engaging in interactive and responsive communication on social media platforms, which helps cultivate a feeling of community and loyalty.