haku: @author Pitt, L. / yhteensä: 23
viite: 15 / 23
Tekijä: | Page, M. Pitt, L. Berthon, P. |
Otsikko: | Analysing and reducing customer defections (Verbraucherforschung) |
Lehti: | Long Range Planning
1996 : DEC, VOL. 29:6, p. 821-834 |
Asiasana: | |
Vapaa asiasana: | KUNDE, MARKETINGSTRATEGIE |
Kieli: | eng |
Tiivistelmä: | Firms can grow by attracting new customers, losing fewer customers and doing more business with existing customers. Keeping your present customers and doing more business with them is generally a more efficient way of using resources. It requires a detailed analysis of customer defections to assess the effects of losing customers on long-term profitability and growth. This article provides some simple but powerful graphical analysis tools to use in customer defections analysis. |
SCIMA