Is Customer Retention Beneficial for Customers: A Conceptual Background

Authors

  • Muhammad Turki Alshurideh The University of Jordan, Jordan

DOI:

https://doi.org/10.17722/jorm.v5i3.675

Keywords:

Customer Retention, Relationship benefits, Relationship Cost, Relationship Classification, Customer Retention Definition.

Abstract

Is it healthy for customers to be enrolled in long-term relationships with service organisations? To find a proper answer for such question, this study has been planned. Customer retention is still a dilemma for many organisations these days for a variety of reasons support this idea such as having high competition status, increasing existing customers switching rate and increasing the cost of allocating, classifying and attracting new customers. Thus, a need has been raised to look at different CR issues again from different views such as is CR happening or not supported by providing a proper classification for customer-supplier relationship. Additional themes were discussed such as the relationship strength, longevity, continuity, relational cost and benefits 

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Published

2016-04-30

How to Cite

Alshurideh, M. T. (2016). Is Customer Retention Beneficial for Customers: A Conceptual Background. Journal of Research in Marketing (ISSN: 2292-9355), 5(3), 382–389. https://doi.org/10.17722/jorm.v5i3.675