Abstract

• The research paper analyze the customer retention of supermarkets in Mandalay by using behaviour perspective models (BPM). The required data for this study were collected from the consumers who shop at 3 year-old supermarkets in Mandalay by using 1 in 10 systematic sampling methods. The data is analyzed by using simple and multiple regression measurements to test BPM model. According to the results, there exist significant and positive relationships between customer retention and other variables. The main influential factor in customer retention is social factor in behaviour settings. Moreover, customer retention is influenced by regulatory, temporal and physical appearance of the supermarket and the convenience of the store locations, efficiency of customer service such as right price, right quality and convenience opening and closing times. Behaviour settings and learning factors also effect consumer response, and consumer responses effect reinforcement and punishment. Finally reinforcement effect customer retention. The results of the research also indicate that Supermarkets need to consider consumers' behaviour by providing different types of product and services to retain customers. They need to apply differentiation customer retention strategy in relevant with the nature of consumer shopping behaviour. The study also recommends that supermarkets should conduct continuing research to monitor and address issues contributing to customer switching and retention.