Introduction

B. H. Elvy

Chapter 1 in How to Appreciate Your Customers, 1995, pp 1-4 from Palgrave Macmillan

Abstract: Abstract The survival of a business depends on securing its customer base. Winning customers in highly competitive conditions is never easy. But retaining them, in spite of the constant encroachment of competitors, often is the more difficult task. ‘A small leak,’ according to the proverb, ‘can sink a great ship.’ Certainly, the constant leakage of customers must ultimately destroy a business, great or small. Such leakage occurs for a variety of reasons. Yet the competitive quality of goods or services provided, or the prices asked for them, is not always the most significant. It is a lack of appreciation of the individual shopper — or commercial buyer — that largely accounts for a draining away of customer loyalty.

Keywords: Customer Relationship Management; Customer Loyalty; Total Quality Management; Customer Base; Competitive Condition (search for similar items in EconPapers)
Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13289-8_1

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DOI: 10.1007/978-1-349-13289-8_1

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