Customer Retention and Relationship Marketing

1995 ◽  
pp. 190-211
Author(s):  
Steve Baron ◽  
Kim Harris
Keyword(s):  
Relationship Marketing ◽  
Customer Retention

Effect of Mediating Factors on Customer Defection with Special Reference to Banking Industry in India

2016 ◽  
pp. 138-153
Author(s):  
Sunita Dwivedi ◽  
Bharti Wadhwa
Keyword(s):  
Relationship Marketing ◽  
High Probability ◽  
Customer Retention ◽  
Mediating Effect ◽  
Customer Relationship ◽  
Product Price ◽  
Subjective Knowledge ◽  
Customer Defection ◽  
Ongoing Relationship ◽  
Satisfaction Relationship

People who were practicing Marketing exercise's and Academicians thinks that “4 Ps” marketing framework – product, price, place and promotion adds less value to their interest or business where ongoing relationship is critical. In a process of finding a way to overcome these marketers has evolved a concept of Relationship Marketing which talks about understanding customer segments, delivering ongoing quality service, and achieving high customer satisfaction. Relationship marketing was about “putting the customer in the middle of the business circle,” in the words of Dick Lee, principal of St. Paul-based Hi-Yield Marketing. Customer Relationship management is the strongest and the most efficient method of maintaining and creating customers. The challenges for marketers doesn't stops here, as market matured from national to international to global, customer retention and acquisition become more crucial and challenging for them. Multiple options broaden the path for consumer to get access over many products and services, creating a high probability of defection. Now they have new challenge to face that is “Defection”. They are trying hard to understand what they are supposed to do so as to increase customer retention and decrease customer defection. This paper tries to understand the mediating effect of sources on customer defection (Objective knowledge versus Subjective Knowledge) and its important act on consumers repurchase behavior.

scholarly journals IMPACT OF MARKETING STRATEGIES ON CUSTOMER RETENSION IN COMMERCIAL BANK: A CASE STUDY OF HBL SUKKUR

2017 ◽  
Vol 12 (1) ◽  
pp. 3081-3112
Author(s):  
Dr Mohammad Salih Memon ◽  
Dr.Nadeem Ahmed Bhatti ◽  
Aisha Bashir Shah ◽  
Maria Shaikh ◽  
Dr.Faiz Muhammad Shaikh
Keyword(s):  
Relationship Marketing ◽  
Commercial Bank ◽  
Cross Section ◽  
Customer Retention ◽  
Marketing Strategies ◽  
Survey Method ◽  
Chi Square ◽  
Buying In

The current research investigates relationship marketing enhance customer retention and cross buying in Commercial bank. Data were collected from cross section survey method. Data were analyzed by using SPSS-21 version. It was revealed that relationship marketing enhance the customers retention and satisfaction. The Chi-Square might have been used to judge those variety for watched variables to demonstrating the idle variables. Numerous regressions were utilized on provide for those Decision for the stated hypotheses. From the study, a fulfilled client won't constantly enter under a long haul relationship with the firm. However, those conferred client with level of trust enters under An long haul association for those firm. The outcomes recommend that, An long haul customer-organization association is essential in making longer-term client maintenance.

scholarly journals An Analysis of How Relationship Marketing Influences Customer Choice of Hotel Industry

2021 ◽  
Vol 9 (6) ◽  
pp. 191-202
Author(s):  
P. Ravindran Pathmananathan ◽  
Khairi Aseh
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Urban Areas ◽  
Positive Relationship ◽  
Hotel Industry ◽  
Customer Retention ◽  
Main Concern ◽  
Customer Choice

Relationship marketing has been recognised as an excellent way to build an exclusive long-term relationship with their customers in today's dynamic global industry.However, many institutions fail to systematically gauge and track customer satisfaction and the factors shaping it. An increasing number of institutions are making customer satisfaction a main concern. The aim of this study is to highlight the importance of customer satisfaction in the service industry.This study was carried out via a questionnaire involving 200 customers of hotel located in urban areas namely, Georgetown, Penang. It can be concluded that there is a positive relationship between customer satisfaction and customer retention. Thus,the higher the level of customer satisfaction the higher the likelihood a customer will repeat staying at the hotel and recommend hotels to others.

scholarly journals Analysis of Factors That Influences Customer Retention in Unit Trust Industry

2021 ◽  
Vol 9 (6) ◽  
pp. 153-167
Author(s):  
P. Ravindran Pathmananathan ◽  
Khairi Aseh
Keyword(s):  
Service Quality ◽  
Relationship Marketing ◽  
Customer Retention ◽  
Consumer Loyalty ◽  
Client Retention ◽  
Unit Trust ◽  
Trust Industry ◽  
Commercial Center ◽  
Center Service

ABSTRACT Relationship Marketing has been perceived as an incredible method to fabricate a restrictive long haul relationship with their customers in the present powerful worldwide commercial center. Service quality is becoming increasingly important to a growing number of businesses. A unit trust's prosperity relies upon the skill and experience of the organization that oversees it. The aim of this research is to emphasise the significance of service quality in unit trust industry. This research was conducted using a questionnaire that was distributed to 200 customers of unit trust agents in Penang. It can be concluded that relationship marketing is essentially corresponded with service quality and consumer loyalty as well as client retention.

scholarly journals Influence of relationship marketing on customer retention in the branches of commercial banks in Meru town, Kenya.

2016 ◽  
Vol 3 (11) ◽  
pp. 20-61 ◽  
Author(s):  
Joan Karambu Muketha ◽  
◽  
Dr. Kubaison Thiane ◽  
Lydiah Thuranira ◽  
◽  
...  
Keyword(s):  
Relationship Marketing ◽  
Commercial Banks ◽  
Customer Retention

The CRM-KDD Nexus

2005 ◽  
pp. 2803-2808
Author(s):  
Nikhilesh Dholakia ◽  
Jounghae Bang ◽  
Lutz Hamel ◽  
Seung-Kyoon Shin
Keyword(s):  
Relationship Marketing ◽  
Business Strategy ◽  
Customer Retention ◽  
Customer Relationships ◽  
Business Success ◽  
A Company

Customer relationships are increasingly central to business success (Kotler, 1997; Reichheld & Sasser, 1990). Acquiring new customers is five to seven times costlier than retaining existing customers (Kotler, 1997). Simply by reducing customer defections by 5%, a company can improve profits by 25% to 85% (Reichheld & Sasser, 1990). Relationship marketing—getting to know customers intimately by understanding their preferences—has emerged as a key business strategy for customer retention (Dyche, 2002).

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