Relationship marketing stresses that relationships, and not just transactions, should be the focus of marketing strategy. Part of the rationale for this lies in retention economics which are thought to be particularly powerful. Recent literature suggests that reduction of the defection rate can increase profits far more than growth in market share, better margins and other factors usually associated with competitive advantage. This paper reports the findings of a detailed analysis into the defection rate of university student accounts from financial service organizations throughout Ireland. University students’ accounts are a particularly illustrative case study since, a priori, their lifetime value, in terms of future revenue streams, have the potential of being greater than that of many other customer types. This paper then discusses defection issues and then presents evidence from the survey. Finally, the policy and strategic implications are examined.

Voice disorders were very common in our study of primary school teachers. Those most frequently affected taught the younger classes. Further intervention is needed to identify and minimize risk factors and reduce the negative impact of voice on the individual and on work.

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