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| Author: | DeSouza, G. |
| Title: | Designing a customer retention plan |
| Journal: | Journal of Business Strategy
1992 : APR, VOL. 13:2, p.24-28 |
| Index terms: | CUSTOMERS CONSUMER SATISFACTION STRATEGY MARKETING QUALITY ASSURANCE |
| Language: | eng |
| Abstract: | What is a company's customer retention rate? How many customers are price defectors? Do the managers identify barriers that prevent customers from switching to a competitor? A game plan to increase customer retention is outlined. Four steps that a company should consider in designing a successful customer retention strategy integrate concepts from marketing and quality management and apply them to the challenge of keeping customers. |
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