Designing a Customer Retention Plan

Glenn R. DeSouza

107 citations0/0 files storedJournal of Business Strategy

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Customer churn and segmentation Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

What is your company's customer retention rate? How many customers are price defectors? Have you identified barriers that prevent customers from switching to a competitor? In this article, the author outlines a game plan to increase customer retention.

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2011Failure to deliver? Linking online order fulfillment glitches with future purchase behavior 2006Customer retention management processes 2002Customer retention management: a reflection of theory and practice 2001Customer retention: a potentially potent marketing management strategy 2008Relationship marketing 2007Back From the Brink: Why Customers Stay 2002Beyond the frills of relationship marketing 2001A framework for studying relationship marketing dyads

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