Customer Retention Strategies : Benefits on Small Businesses in Nigeria

Objective – This study endeavor to discover the benefits of customer retention strategies on customer retention and business performance in Nigeria. Methodology/Technique – Secondary data was used and a conceptual model developed to establish the relationship between customer retention and the retention strategies. Findings – The study observed that small businesses that practices customer retention strategies retains and satisfy their customers than those that do not. Novelty – It is recommended, however, that business managers should embrace the use of electronic mails, professionalism, welcoming complaints etc. as ingredients that lead to customer retention among small businesses. Type of Paper: Conceptual