W. KARIUKI, D. N.; O. WEKESA, D. B. An Empirical Analysis of Customer Churn Drivers in Online Retail Businesses: Evidence from E-Commerce Customer Behaviour Data. International Journal For Research In Business, Management And Accounting , [S. l.], v. 11, n. 3, p. 01–17, 2025. Disponível em: https://ijrbma.com/index.php/bma/article/view/2516. Acesso em: 31 aug. 2026.