How Does Customer Retention Work?

Apostolos Apergis
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Apostolos Apergis: TNS Infratest GmbH

Chapter 13 in From Customer Retention to a Holistic Stakeholder Management System, 2008, pp 163-174 from Springer

Abstract: Abstract Winning new customers is by far more difficult and expensive than keeping existing customers. This is widely known across industries. That is why companies try to understand how exactly customer relations work, what customers particularly like about their offers, what drives customers to switch to the competition, or why some customers give a large proportion of their business to one supplier and only a small proportion to others.

Keywords: Customer Relationship; Stakeholder Management; Customer Retention; Customer Relation; Loyal Customer (search for similar items in EconPapers)
Date: 2008
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DOI: 10.1007/978-3-540-77430-3_13

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