search query: @author Gendall, P. / total: 6
reference: 1 / 6
« previous | next »
| Author: | East, R. Hammond, K. Gendall, P. |
| Title: | Fact and fallacy in retention marketing |
| Journal: | Journal of Marketing Management
2006 : FEB, VOL. 22:1-2, p. 5-23 |
| Index terms: | consumer satisfaction customers marketing profitability |
| Language: | eng |
| Abstract: | This paper reviews the claims that have been made to justify an emphasis on customer retention in marketing. It is shown that, in many consumer markets, the available evidence gives little support to the argument that long-tenure customers are of more value than short-tenure customers. Secondly, the authors suggest that it may be difficult to influence long-tenure customers that profitably. Third, it is considered that the evidence that increases in customer satisfaction lead to increases in profit for a firm. The connection between satisfaction and profit has been explained as the result of increased customer retention. Conversely, the authors suggest that increases in customer satisfaction affect profit because they raise recommendation and, as a result, customer acquisition. |
« previous | next »
SCIMA