Strengthening Customer Retention Through the Management of Customer Relationships in Services Marketing

Awara, Nsobiari Festus

doi:10.2139/ssrn.1607881

Cited by 4 publications

(3 citation statements)

References 7 publications

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“…A customer who is dissatisfied with the resolution of their complaint is unlikely to remain loyal to the company, and the chances of customer retention decrease significantly. As a result, poor handling of customer complaints leads to loss of customers and consequently loss of market share and reduction in company profitability (Awara, 2010). The inability of service providers to satisfactorily resolve customer complaints is one of the leading causes of customer dissatisfaction (Mulyanto, 2015).…”

Section: Customer Complaint Managementmentioning

confidence: 99%

How effective complaint management affects customer retention

Angelovska

Josimovski

Ivanovska

2022

Management (Split, Online)

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In a highly competitive modern business world, keeping a dissatisfied customer is essential to any company, considering the high cost of acquiring new customers. It is easier than ever for dissatisfied customers to spread their experiences and bad word of mouth through the various media that new technology and the Internet offer. Therefore, handling customers’ complaints effectively can be a critical factor in a customer’s decision - whether to continue using the company’s services or products or switch to a competitor. In this context, “effective” means minimizing costs for the company while achieving the intended or expected result. A content analysis of customer complaints emailed to t he group-buying web- site Grouper.mk was conducted. A total of 220 complaints and related decisions were reviewed, analyzed, and categorized into six reasons for customer dissatisfaction and three ways to compensate for the dissatisfaction. In addition, the internal customer database analysis revealed that timely resolution of customer issues with the right approach resulted in 80% of all dissatisfied customers staying with the company. The analysis also showed that more frequent customers are more likely to remain after a complaint has been resolved than less frequent customers.

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Section: Customer Complaint Managementmentioning

confidence: 99%

How effective complaint management affects customer retention

Angelovska

Josimovski

Ivanovska

2022

Management (Split, Online)

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“…It could cause low customer loyalty and significantly chances of customer retention. Awara (2010) opines that poor customer complaints handling ultimately cause companies to lose customers thereby losing market share, whilst the recruiting of new customers through marketing promotions cost money, effectively reducing company profitability.…”

Section: Introductionmentioning

confidence: 99%

Assess Customer’s Complaint Management and Customer Satisfaction of Banks in Akure, Ondo State

OLORUNLEKE¹

2022

IJEBMR

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Businesses compete for customers and customer satisfaction is becoming a key performance indicator and an essential element of business strategy. Customer expectations are key drive behind customer satisfaction. Customer Satisfaction is an indicator of customer purchase intensions and brand loyalty. Customer satisfaction cannot be achieved without the fundamental contribution of the customer contact-employees who provide the service. This study examined customer’s complaint management and customer satisfaction of banks in Akure, Ondo state. The research design to be adopted for this study is survey research design. the sample size is 384 customers of the selected banks using Mugenda and Mugenda (2006) formula. The main instrument of this study will be structured questionnaire designed to collect information from the target respondents. To provide answers to research questions and the stated objectives, information gathered on all relevant variables was analyzed using descriptive (frequencies, percentage, mean, and standard deviation). the results revealed that there was significant relationship between the complaints handling Practices used by the selected banks and their performance. Thus, Complaints handling practices had significant effect on the performance of Deposit Money Banks in Ondo state, Nigeria. A well-organized Complaints handling Practices provides direction towards goal attainment and improvement of performance.

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“…Previous studies have recognized customer satisfaction as a key factor in achieving customer's retention and loyalty (Levesque & McDougall, 1996). Customer retention on the other hand, is a financially savvy and beneficial system as it is regarded as business continuity between organization and their customer (Awara, 2010;Gerpott et al, 2001). Ibojo (2015) contended that in attaining organizational objective and business success, it is critical to retain customer satisfaction.…”

Section: Introductionmentioning

confidence: 99%

Measuring Direct Association Between Customer Satisfaction And Customer Retention Among Generation Y

Zawawi¹

2018

The European Proceedings of Social and Behavioural Sciences

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Strengthening Customer Retention Through the Management of Customer Relationships in Services Marketing

Cited by 4 publications

References 7 publications

How effective complaint management affects customer retention

How effective complaint management affects customer retention

Assess Customer’s Complaint Management and Customer Satisfaction of Banks in Akure, Ondo State

Measuring Direct Association Between Customer Satisfaction And Customer Retention Among Generation Y

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