Growth hacking to retain customers in Nepalese e-commerce companies

Abstract

This masters thesis investigates the growth hacking strategies used for customer retention in Nepali e-commerce businesses. Growth hacking is an experiment based and data informed marketing approach that uses digital marketing tools and tactics as well as traditional marketing channels to help technology companies show “proof-of-concept” and sustainability before gaining funding. E-commerce enterprises may profit from the use of growth hacking techniques and methodologies, and this research aims to find out what the primary factors are that lead to its acceptance. How organizations may expand by concentrating on customer retention at each step of the customer lifecycle. Despite the fact that acquiring customers is a profitable strategy for organizations, it is not sufficient for growth. Retaining current customers is essential for the long-term success of the organization. In order to expand effectively, certain steps need to be made to keep customers. The purpose of this study was to understand how the ecommerce business companies perceive and practice growth hacking and identify what growth hacking strategies are used by such organizations.

First, it looks at the background literature to study the theories and develop a conceptual model considering the from the theories and models. Then a qualitative study was conducted where 7 semi-structured interviews were conducted through which a thematic analysis was done to develop a model refining the previous model developed through the background literature.

The findings showed that the growth hacking practices are slightly different from that of the literature thus a proper model was created.