Optimization of customer retention programs

This study, considering various viewpoints and concepts about customer relationship management (CRM), aims to propose a comprehensive set of customer retention programs of CRM (including customer service, loyalty programs, customization, and online community) and describe the correlation between each of these programs and customer retention. In doing so, the empirical data collected by the means of the designed questionnaire distributed to the top managers working in e-banking sector of two private and two governmental Iranian bank branches were analyzed. The results of this analysis represent the positive and significant correlation between each of the customer retention programs of CRM and customer retention. Moreover, based on the findings of this research, among these programs, customer service has the most significant and customization has the lowest correlation with customer retention in e-banking of these banks.

Download Full-text

Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs

Relationship Marketing ◽

10.1007/978-3-662-09745-8_5 ◽

2000 ◽

pp. 71-87 ◽

Cited By ~ 9

Author(s):

Robert M. Morgan ◽

Tammy N. Crutchfield ◽

Russell Lacey

Keyword(s):

Customer Retention ◽

Retention Programs

Download Full-text

Managing Service Quality, Food Quality, Price Fairness and Customer Retention: A Holistic Perspective

Annals of Contemporary Developments in Management & HR ◽

10.33166/acdmhr.2020.01.001 ◽

2020 ◽

Vol 2 (1) ◽

pp. 1-5

Author(s):

Ammar Ahmed ◽

Rafat Naseer ◽

Muhammad Asadullah ◽

Hadia Khan

Keyword(s):

Service Quality ◽

Food Quality ◽

Service Sector ◽

Customer Retention ◽

Price Fairness ◽

Policy Makers ◽

Restaurant Management ◽

The Subject ◽

Research Propositions ◽

The Impact

In this competitive environment, organizations strive to satisfy their customer by providing best quality service at affordable and fair prices with a view to enhance their revenues. To achieve the objective of revenue maximization, organizations strive to identify the factors that help them in retaining their customers. Drawing from the signalling theory of marketing, the current study proposes a novel conceptual model representing the impact of service quality with food quality and price fairness on customer retention in restaurant sector of Pakistan. The paper underlines an important arena of knowledge for academicians as well as organizational scientists on the subject. On the basis of literature available on the variables understudy, the present study forwards eight research propositions worthy of urgent scholarly attention. The conceptualized model of the present article can also be viewed significant in unleashing further avenues for the restaurant management entities, policy makers and future researchers in the domain of managing in the service sector businesses.

Download Full-text