The Influence of CRM on Customer Retention: Tesco UK Proposal
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This research proposal investigates the influence of Customer Relationship Marketing (CRM) on customer retention, with a specific focus on Tesco Supermarket in the United Kingdom. The proposal includes a detailed introduction outlining the research aim, which is to understand the impact of CRM on customer retention. It presents clear research objectives, questions, and hypotheses, including both an independent variable (CRM) and a dependent variable (customer retention). The study employs an exploratory literature review, examining CRM techniques, benefits, and customer retention strategies. The research methodology outlines the research philosophy, approach, design, and strategy, including data collection methods, data analysis techniques, and sampling strategies. Ethical considerations and an indicative research project plan are also included. The study aims to provide recommendations for improving customer retention at Tesco UK through effective CRM practices, addressing the challenges of competition and the need for customer loyalty.

Running head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Name of the Student
Name of the University
Author Note
RESEARCH PROPOSAL
Name of the Student
Name of the University
Author Note
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1RESEARCH PROPOSAL
Table of Contents
An introduction with appropriate research aim and........................................................................2
Background of the study..............................................................................................................2
Research aim................................................................................................................................3
Reseach Objectives......................................................................................................................4
Research Questions......................................................................................................................4
Research Hypothesis....................................................................................................................5
Research rationale........................................................................................................................5
An exploratory literature review......................................................................................................6
Customer relationship marketing.................................................................................................6
Benefits of Customer Relationship Marketing............................................................................7
Customer retention.......................................................................................................................8
Factors affecting customer retnyion............................................................................................9
Conceptual Framework..............................................................................................................11
Research methodology...................................................................................................................11
Research philosophy..................................................................................................................11
Research approach.....................................................................................................................12
Research design.........................................................................................................................12
Research strategy.......................................................................................................................13
Data collection...........................................................................................................................14
Table of Contents
An introduction with appropriate research aim and........................................................................2
Background of the study..............................................................................................................2
Research aim................................................................................................................................3
Reseach Objectives......................................................................................................................4
Research Questions......................................................................................................................4
Research Hypothesis....................................................................................................................5
Research rationale........................................................................................................................5
An exploratory literature review......................................................................................................6
Customer relationship marketing.................................................................................................6
Benefits of Customer Relationship Marketing............................................................................7
Customer retention.......................................................................................................................8
Factors affecting customer retnyion............................................................................................9
Conceptual Framework..............................................................................................................11
Research methodology...................................................................................................................11
Research philosophy..................................................................................................................11
Research approach.....................................................................................................................12
Research design.........................................................................................................................12
Research strategy.......................................................................................................................13
Data collection...........................................................................................................................14

2RESEARCH PROPOSAL
Data Analysis.............................................................................................................................14
Sampling....................................................................................................................................15
Resources needed.......................................................................................................................15
Ethical consideratins......................................................................................................................16
An indicative research project plan...............................................................................................16
References......................................................................................................................................17
Data Analysis.............................................................................................................................14
Sampling....................................................................................................................................15
Resources needed.......................................................................................................................15
Ethical consideratins......................................................................................................................16
An indicative research project plan...............................................................................................16
References......................................................................................................................................17
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Topic: The influence of Customer relationship marketing on customer retention: A case study of
Tesco in UK
An introduction with appropriate research aim and objectives
Background of the study
The customer relationship marketing can be ideally defined as the technique using which
the customer relationships in the enterprise can be maintained and sustained accordingly (West,
Ford and Ibrahim 2015). In association with this, it can effectively be indicated that, the
customer relationship management and marketing as a technique tends to undertake the customer
data and feedback, utilizes adequate marketing and pricing strategies in order to come up with
adequate techniques so as to ensure that they are being able to occupy in adequate initiatives in
order to confirm that the customers are being able to be targeted accordingly (Chernev 2018).
Hence, for a firm to ensure success, it becomes effective to state that, the collection of the
consumer data is essential. When the customer relations are sustained in an enterprise, then in
such a scenario, the enterprise is being able to ensure effective operations and the customers
become adequately loyal towards the cause of the enterprise.
There are several examples of the different enterprises whereby, the various companies
have made use of the customer relationship marketing technique and gained the trust of the
customers and considerate success. Mcdonald (2016), states that there are several customer
relationship marketing strategies as well as techniques which can be followed by an organization
to ensure long term success. These strategies and techniques can be agreed to be providing
adequate customer service strategies at all times, offering loyalty perks and rewards for the
customers, turning the internet as well as the social media to pursue the customer marketing
Topic: The influence of Customer relationship marketing on customer retention: A case study of
Tesco in UK
An introduction with appropriate research aim and objectives
Background of the study
The customer relationship marketing can be ideally defined as the technique using which
the customer relationships in the enterprise can be maintained and sustained accordingly (West,
Ford and Ibrahim 2015). In association with this, it can effectively be indicated that, the
customer relationship management and marketing as a technique tends to undertake the customer
data and feedback, utilizes adequate marketing and pricing strategies in order to come up with
adequate techniques so as to ensure that they are being able to occupy in adequate initiatives in
order to confirm that the customers are being able to be targeted accordingly (Chernev 2018).
Hence, for a firm to ensure success, it becomes effective to state that, the collection of the
consumer data is essential. When the customer relations are sustained in an enterprise, then in
such a scenario, the enterprise is being able to ensure effective operations and the customers
become adequately loyal towards the cause of the enterprise.
There are several examples of the different enterprises whereby, the various companies
have made use of the customer relationship marketing technique and gained the trust of the
customers and considerate success. Mcdonald (2016), states that there are several customer
relationship marketing strategies as well as techniques which can be followed by an organization
to ensure long term success. These strategies and techniques can be agreed to be providing
adequate customer service strategies at all times, offering loyalty perks and rewards for the
customers, turning the internet as well as the social media to pursue the customer marketing
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4RESEARCH PROPOSAL
activities, engaging in associated activities as well as plans on social media which help in
maintaining strong relationships with them (Banerjee 2017). The main profit of the customer
relation marketing technique can be indicated to be the strong retention of the different
customers.
The customer retention can be rightfully referred to as the technique whereby an
enterprise has the adequate facility of being able to retain a product user for a longer time frame.
When the customer retention of the enterprise is considerably high then in such a scenario, it
may lead to larger scale sales and the customer defections may be reduced (Aghazadeh 2015).
The customer retention generally tends to begin with the first contact which can organization has
with its customers and continues throughout the lifetime of the relationship with them. All
enterprises would be required to undertake initiatives to ensure that the customer retention can be
ensured. In association with this, it can be considered effective to mention that the customers
who remain retained contribute to enterprise welfare to a greater extent (Kim, Shin and Min
2016). The study aims to conduct a research in the domain of Customer relationship marketing
and the customer retention. The enterprise which has been selected for the purpose of the
assessment can be cited to be the Tesco in UK
Research aim
The main aim of the proposed study will be to understand the inspiration of the Customer
relationship marketing on the customer retention of the Tesco Supermarket as situated in the
United Kingdom.
activities, engaging in associated activities as well as plans on social media which help in
maintaining strong relationships with them (Banerjee 2017). The main profit of the customer
relation marketing technique can be indicated to be the strong retention of the different
customers.
The customer retention can be rightfully referred to as the technique whereby an
enterprise has the adequate facility of being able to retain a product user for a longer time frame.
When the customer retention of the enterprise is considerably high then in such a scenario, it
may lead to larger scale sales and the customer defections may be reduced (Aghazadeh 2015).
The customer retention generally tends to begin with the first contact which can organization has
with its customers and continues throughout the lifetime of the relationship with them. All
enterprises would be required to undertake initiatives to ensure that the customer retention can be
ensured. In association with this, it can be considered effective to mention that the customers
who remain retained contribute to enterprise welfare to a greater extent (Kim, Shin and Min
2016). The study aims to conduct a research in the domain of Customer relationship marketing
and the customer retention. The enterprise which has been selected for the purpose of the
assessment can be cited to be the Tesco in UK
Research aim
The main aim of the proposed study will be to understand the inspiration of the Customer
relationship marketing on the customer retention of the Tesco Supermarket as situated in the
United Kingdom.

5RESEARCH PROPOSAL
Research Objectives
The research purposes which have been set down for the study can be indicated to be as
follows:
1. To understand the overall concept of customer retention.
2. To examine the meaning and related techniques of the Customer relationship marketing
technique
3. To comprehend how the customer relationship marketing as a technique can be applied
for retaining the customers of an enterprise
4. To find the association of the customer relation marketing technique on the customer
retention
5. To provide endorsements based on which the customer retention at the Tesco UK can be
improved with the help of the customer relationship marketing
Research Questions
The research questions which have been designed for the study can be indicated to be as follows:
1. What is the overall concept of customer retention?
2. What are the related techniques of the Customer relationship marketing technique?
3. How can the customer relationship marketing as a technique be applied for retaining the
customers of an enterprise?
4. What is the association of the customer relation marketing technique on the customer
retention?
Research Objectives
The research purposes which have been set down for the study can be indicated to be as
follows:
1. To understand the overall concept of customer retention.
2. To examine the meaning and related techniques of the Customer relationship marketing
technique
3. To comprehend how the customer relationship marketing as a technique can be applied
for retaining the customers of an enterprise
4. To find the association of the customer relation marketing technique on the customer
retention
5. To provide endorsements based on which the customer retention at the Tesco UK can be
improved with the help of the customer relationship marketing
Research Questions
The research questions which have been designed for the study can be indicated to be as follows:
1. What is the overall concept of customer retention?
2. What are the related techniques of the Customer relationship marketing technique?
3. How can the customer relationship marketing as a technique be applied for retaining the
customers of an enterprise?
4. What is the association of the customer relation marketing technique on the customer
retention?
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6RESEARCH PROPOSAL
5. What recommendations can be given to the organizations based on which the customer
retention at the Tesco UK can be improved with the help of the customer relationship
marketing?
Research Hypothesis
The research hypothesis can be described as the different conditions which are set down
for the study. The hypothesis which has been set down for the study can be indicated to be as
follows:|
Independent variable: Customer relationship marketing
Dependent variable: Customer retention
Alternate Hypothesis (H1): The customer relationship marketing has a strong influence on the
customer retention at the Tesco UK
Null Hypothesis (H0): The customer relationship marketing does not have a strong influence on
the customer retention at the Tesco UK
Research rationale
The reason why leading this study can be understood to be basically critical for the Tesco
in the United Kingdom has been facing considerate competition from considerate locations
around the globe and in association with this; it converts effective to guarantee that the different
enterprises are being able to undertake adequate initiatives as well. Hence, through the findings
of the study, the Tesco in the United Kingdom will be able to confirm that it is being able to
meet with the requirements of the customer adequately and ensure long term success (Moutinho
and Vargas-Sanchez 2018).
5. What recommendations can be given to the organizations based on which the customer
retention at the Tesco UK can be improved with the help of the customer relationship
marketing?
Research Hypothesis
The research hypothesis can be described as the different conditions which are set down
for the study. The hypothesis which has been set down for the study can be indicated to be as
follows:|
Independent variable: Customer relationship marketing
Dependent variable: Customer retention
Alternate Hypothesis (H1): The customer relationship marketing has a strong influence on the
customer retention at the Tesco UK
Null Hypothesis (H0): The customer relationship marketing does not have a strong influence on
the customer retention at the Tesco UK
Research rationale
The reason why leading this study can be understood to be basically critical for the Tesco
in the United Kingdom has been facing considerate competition from considerate locations
around the globe and in association with this; it converts effective to guarantee that the different
enterprises are being able to undertake adequate initiatives as well. Hence, through the findings
of the study, the Tesco in the United Kingdom will be able to confirm that it is being able to
meet with the requirements of the customer adequately and ensure long term success (Moutinho
and Vargas-Sanchez 2018).
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7RESEARCH PROPOSAL
An exploratory literature review
Customer relationship marketing
The customer relationship marketing can be defined as an essential technique which is
used by the different enterprises to guarantee that they are being able to interact with the
different customers easily (Hunt 2015). In association with this, it is essential to mention that, the
different customers need to be treated well so as to engage in repetitive purchases and associated
relationships. In line with this, it also becomes effective to state that, the various organizations
would be mandatory to confirm that they are being able to go through various initiatives which
will thereby ensure that the different enterprises are being able to engross in effective
relationship and marketing techniques and be able to maintain associated aspects with them.
According to Hollebeek, Conduit and Brodie (2016), the different customer market relationship
techniques which may be used by the enterprises like Tesco can be quite a few. Firstly, the firm
would be required to show the customers that they are valued with every interaction. This
adequately means that considerate and spontaneous interactions are the ways to make employees
feel at home and in streak with this, it becomes operative for the company to ensure that, the firm
is being able to perform adequately well.
Secondly the different organizations as present would also be compulsory to see to it that
they are being able to listen to the diverse patrons and respond well. In line with this, it can be
effectively stated that all enterprises would be required to make use of various social media
monitoring tools so that they are being able to gain responses on the customer comments as well
An exploratory literature review
Customer relationship marketing
The customer relationship marketing can be defined as an essential technique which is
used by the different enterprises to guarantee that they are being able to interact with the
different customers easily (Hunt 2015). In association with this, it is essential to mention that, the
different customers need to be treated well so as to engage in repetitive purchases and associated
relationships. In line with this, it also becomes effective to state that, the various organizations
would be mandatory to confirm that they are being able to go through various initiatives which
will thereby ensure that the different enterprises are being able to engross in effective
relationship and marketing techniques and be able to maintain associated aspects with them.
According to Hollebeek, Conduit and Brodie (2016), the different customer market relationship
techniques which may be used by the enterprises like Tesco can be quite a few. Firstly, the firm
would be required to show the customers that they are valued with every interaction. This
adequately means that considerate and spontaneous interactions are the ways to make employees
feel at home and in streak with this, it becomes operative for the company to ensure that, the firm
is being able to perform adequately well.
Secondly the different organizations as present would also be compulsory to see to it that
they are being able to listen to the diverse patrons and respond well. In line with this, it can be
effectively stated that all enterprises would be required to make use of various social media
monitoring tools so that they are being able to gain responses on the customer comments as well

8RESEARCH PROPOSAL
as associated concerns (Al-Tit 2015). Additionally, various enterprises often apply the strategy of
ensuring that, they are mandatory to deliver free information to the customers. In association
with this, all the customers as present in the enterprise are required to feel valued and by
providing free information to them, the enterprise will be able to maintain a social connect with
them and this social connect with them will be able to appeal more customers to the enterprise
(Magatef and Tomalieh 2015).
The different supermarkets are required to apply various techniques to confirm that, the
diverse patrons are being connected with accordingly and this can be done by expanding
adequate loyalty rewards accordingly. In line with this, when the firms offer considerate perks
and associated rewards to the customers, then the customers can apply those offers and purchase
those goods which they like and in consideration with this, they will be able to remain loyal to
the firm for a extended period of time. Conferring to Scherer, Wünderlich and Wangenheim
(2015), another strategy which can be applied by the enterprises can be indicated to be frequent
communication. In line with this, it can be effectively stated that, a relationship does not work
without communication and thus if the enterprise members are being able to communicate with
the customers effectively then to this extent, the customers will be able to work well for the
enterprise and provide value to the customers (Ibojo 2015).
Benefits of Customer Relationship Marketing
Payne and Frow (2017) states that another reason why the Customer relationship
marketing as an initiative is used by various enterprises can be stated to be the fact that, there are
several benefits of applying the customer relationship marketing. In association with this, it can
be effectively stated that, when the customer relationship marketing technique is applied by the
enterprise then in this scenario, they will be able to ensure that they are being able to maintain
as associated concerns (Al-Tit 2015). Additionally, various enterprises often apply the strategy of
ensuring that, they are mandatory to deliver free information to the customers. In association
with this, all the customers as present in the enterprise are required to feel valued and by
providing free information to them, the enterprise will be able to maintain a social connect with
them and this social connect with them will be able to appeal more customers to the enterprise
(Magatef and Tomalieh 2015).
The different supermarkets are required to apply various techniques to confirm that, the
diverse patrons are being connected with accordingly and this can be done by expanding
adequate loyalty rewards accordingly. In line with this, when the firms offer considerate perks
and associated rewards to the customers, then the customers can apply those offers and purchase
those goods which they like and in consideration with this, they will be able to remain loyal to
the firm for a extended period of time. Conferring to Scherer, Wünderlich and Wangenheim
(2015), another strategy which can be applied by the enterprises can be indicated to be frequent
communication. In line with this, it can be effectively stated that, a relationship does not work
without communication and thus if the enterprise members are being able to communicate with
the customers effectively then to this extent, the customers will be able to work well for the
enterprise and provide value to the customers (Ibojo 2015).
Benefits of Customer Relationship Marketing
Payne and Frow (2017) states that another reason why the Customer relationship
marketing as an initiative is used by various enterprises can be stated to be the fact that, there are
several benefits of applying the customer relationship marketing. In association with this, it can
be effectively stated that, when the customer relationship marketing technique is applied by the
enterprise then in this scenario, they will be able to ensure that they are being able to maintain
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9RESEARCH PROPOSAL
better decisions about the potential offerings (Sheth 2017). In contemplation with this, it can be
considered critical to state that, the customer relationship marketing is also beneficial in ensuring
that the customer satisfaction along with the communication levels can be increased. As it is a
proven fact that the customers who have a strong affiliation with the companies cooperate more
frequently and such a scenario, the customers via the customer data platforms can be interacted
accordingly. Other benefits of making use of the customer relationship marketing can be stated
to be related to delivering consistent customer experience (Kang and Kim 2017).
In line with this, the delivery of the consistent customer experience to the different
customers will help in making the enterprise offerings considerately customer centric and the
company will be able to align the touchpoints consequently and meet with the needs of the
customers and satisfy them accordingly (Rahimi and Kozak 2017). Additionally, gathering the
customer feedback can also be stated to be a sound strategy which can be made use of by the
enterprise to retain the customers for a longer time and thereby ensure effective operations. The
customer feedback thereby assists in ensuring that the customer’s loyalty can be built
accordingly. The customer profitability can also be defined to be another technique and benefit
of the customer relationship marketing. The different customers who remain associated with the
firm for a long time frame will be able to ensure that the firm`s profitability increases to a greater
extent (Verma, Sharma and Sheth 2016).
Customer retention
The customer retention as a concept in the business domain can be understood to be a
collection of various initiatives which are essentially undertaken by the enterprise to increase
better decisions about the potential offerings (Sheth 2017). In contemplation with this, it can be
considered critical to state that, the customer relationship marketing is also beneficial in ensuring
that the customer satisfaction along with the communication levels can be increased. As it is a
proven fact that the customers who have a strong affiliation with the companies cooperate more
frequently and such a scenario, the customers via the customer data platforms can be interacted
accordingly. Other benefits of making use of the customer relationship marketing can be stated
to be related to delivering consistent customer experience (Kang and Kim 2017).
In line with this, the delivery of the consistent customer experience to the different
customers will help in making the enterprise offerings considerately customer centric and the
company will be able to align the touchpoints consequently and meet with the needs of the
customers and satisfy them accordingly (Rahimi and Kozak 2017). Additionally, gathering the
customer feedback can also be stated to be a sound strategy which can be made use of by the
enterprise to retain the customers for a longer time and thereby ensure effective operations. The
customer feedback thereby assists in ensuring that the customer’s loyalty can be built
accordingly. The customer profitability can also be defined to be another technique and benefit
of the customer relationship marketing. The different customers who remain associated with the
firm for a long time frame will be able to ensure that the firm`s profitability increases to a greater
extent (Verma, Sharma and Sheth 2016).
Customer retention
The customer retention as a concept in the business domain can be understood to be a
collection of various initiatives which are essentially undertaken by the enterprise to increase
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10RESEARCH PROPOSAL
repetitive purchases and to ensure the profitability of each of the existing customers. Hence the
different enterprises including the supermarkets tend to apply a variety of techniques which will
help them in ensuring that the acquisition of the customers becomes easy and the customer
relationships can be maximized accordingly. According to Buttle and Maklan (2019), the
customer acquisition can be made a key motivator for the customer retention. The strategies
which can be applied by the enterprise on the different activities of the firm can be indicated to
be that adequate offers should be given to them, the different customers should be provided with
adequate information and lastly, the different customer needs to be associa6ed throughout the
lifetime of the enterprise. It is only in such a scenario, that the firm will be able to retain the
customers for a longer time frame.
Factors affecting customer holding
There are a number of features which have a strong influence on the retention of the
customers. In association with this, these factors which affect the retention can be agreed to be as
follows:
Prices: The prices of the goods can be indicated to be the largest factor which affects the
retention of the diverse customers to a great extent. In line with this, it can be effectively
indicated that when the prices of the different goods are as per the requirements of the
different customers then in such a scenario the customer retention also tends to increase
to a greater extent.
Services: The services which are provided by the enterprise pre sales as well post sales
can be understood to be the primary services which are being provided to them. When the
different customers are being dealt with accordingly, then in such a scenario, the
repetitive purchases and to ensure the profitability of each of the existing customers. Hence the
different enterprises including the supermarkets tend to apply a variety of techniques which will
help them in ensuring that the acquisition of the customers becomes easy and the customer
relationships can be maximized accordingly. According to Buttle and Maklan (2019), the
customer acquisition can be made a key motivator for the customer retention. The strategies
which can be applied by the enterprise on the different activities of the firm can be indicated to
be that adequate offers should be given to them, the different customers should be provided with
adequate information and lastly, the different customer needs to be associa6ed throughout the
lifetime of the enterprise. It is only in such a scenario, that the firm will be able to retain the
customers for a longer time frame.
Factors affecting customer holding
There are a number of features which have a strong influence on the retention of the
customers. In association with this, these factors which affect the retention can be agreed to be as
follows:
Prices: The prices of the goods can be indicated to be the largest factor which affects the
retention of the diverse customers to a great extent. In line with this, it can be effectively
indicated that when the prices of the different goods are as per the requirements of the
different customers then in such a scenario the customer retention also tends to increase
to a greater extent.
Services: The services which are provided by the enterprise pre sales as well post sales
can be understood to be the primary services which are being provided to them. When the
different customers are being dealt with accordingly, then in such a scenario, the

11RESEARCH PROPOSAL
customer retention can be improved consequently and the enterprise will be able to
perform adequately well in the long run (Santouridis and Veraki 2017).
Quality of Goods: The quality of the goods and associated products which are purchased
by the different enterprises can be stated to be influencing the customer retention to a
greater extent In line with this, it can be effective to state that, the quality of the goods
needs to be such that, it will be able to attract the different customers consequently
(Mackey and Gass 2015). When the different customer will be provided with good
quality products and services then in such a scenario, they would engage in repetitive
purchases which would ensure long term welfare and associated benefits.
Timely assistance: When the different customers are provided with adequate facilities
and services in a timely manner then in such a scenario, it has a considerate influence on
the different retention of the customer. This is because, when the different needs of the
customers are being met with then in such a scenario they want to undertake the service
adequately in a manner such that the customer retention can be carried out accordingly.
Communication: The communication can be referred to as the factor which contributes
greatly towards the customer retention (Rahimi and Kozak 2017). In consideration with
this, it can be stated these customers who are being dealt with accordingly then in such a
scenario, the retention of the customers increases exponentially and this leads to better
performance of the enterprise.
Marketing: The marketing can be referred to as another technique which can be
adequately applied by the enterprise in order to engage in adequate customer retention. In
association with this, it is considerately crucial to mention that, when the marketing of the
customer retention can be improved consequently and the enterprise will be able to
perform adequately well in the long run (Santouridis and Veraki 2017).
Quality of Goods: The quality of the goods and associated products which are purchased
by the different enterprises can be stated to be influencing the customer retention to a
greater extent In line with this, it can be effective to state that, the quality of the goods
needs to be such that, it will be able to attract the different customers consequently
(Mackey and Gass 2015). When the different customer will be provided with good
quality products and services then in such a scenario, they would engage in repetitive
purchases which would ensure long term welfare and associated benefits.
Timely assistance: When the different customers are provided with adequate facilities
and services in a timely manner then in such a scenario, it has a considerate influence on
the different retention of the customer. This is because, when the different needs of the
customers are being met with then in such a scenario they want to undertake the service
adequately in a manner such that the customer retention can be carried out accordingly.
Communication: The communication can be referred to as the factor which contributes
greatly towards the customer retention (Rahimi and Kozak 2017). In consideration with
this, it can be stated these customers who are being dealt with accordingly then in such a
scenario, the retention of the customers increases exponentially and this leads to better
performance of the enterprise.
Marketing: The marketing can be referred to as another technique which can be
adequately applied by the enterprise in order to engage in adequate customer retention. In
association with this, it is considerately crucial to mention that, when the marketing of the
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