Customer Retention Strategies: When Do They Pay Off? - Many firms have invested substantial resources in customer retention strategies based on the premise that improving customer retention rates leads to significant increases in profits. However, the profitability is determined by four factors; industry retention rates, segmentation issues, components of long-term customer value, and ability to ...
Year of publication: |
2001
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Authors: | McDougall, Gordon |
Published in: |
Services marketing quarterly. - New York, NY : Haworth Press, ISSN 1533-2969, ZDB-ID 20507926. - Vol. 22.2001, 1, p. 39-56
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