CUSTOMER ATTRACTION AND RETENTION STRATEGIES IN VERY SMALL BUSINESSES: CASE OF BUTCHERIES IN LIMBE, CAMEROON

Ekoi Ndoko Alice, Ernest Negou and Marcellus Nkenganyi Fonkem
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Ekoi Ndoko Alice: University of Buea
Ernest Negou: University of Buea
Marcellus Nkenganyi Fonkem: University of Buea

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Abstract: The objective of this research is to assess how butchers who are typical examples of very small businesses attract and retain their customers in Limbe Municipality. To achieve this objective, the researcher used an exploratory research design on 10 meat sellers selected by convenience. A content-thematic analysis revealed that among the various strategies used by meat sellers to attract and retain customers, positive attitude and behaviour, fairness and transparency, sales promotion and witchcraft are the most common. It was recommended that meat sellers should increase their interaction with customers, carry out more market research and improve their maintenance capacity.

Keywords: Customer Relationship Management; Very Small Businesses; customer retention and acquisition; Butchers; witchcraft (search for similar items in EconPapers)
Date: 2023-07-01
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Published in Journal of Tertiary and Industrial Sciences (JTIS), 2023, 3 (2), pp.152-161. ⟨10.5281/zenodo.8216153⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04360495

DOI: 10.5281/zenodo.8216153

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