The customer retention approach: An explanatory research from theory to practice

This paper discusses the increased role of the customer retention as a modern managerial tool.  It is well recognized as the result of a successful relationship marketing .  It is essential when there are signs of a non growing number of new consumers and tries to conceptualize the consumer economic attitude through a relationship retention action plan.

An investigation of the past case studies is presented and the expected loyalty effects analyzed. The scientific evidence of the retention effect will be examined next to the managerial alternatives of attracting new customers.  

The paper approaches the subject through the surrounding literature customer loyalty research . Moreover, the findings show the need for companies to retain their customers as an important asset in the demanding market of our era.

This research paper is necessary to every business which may take advantage of the past customers behavior and provides some preliminary tools to identify their future decisions in the most productive as profitable way.