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Essay

Service Quality

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Issue:

Business

 

Written by:

Julie L

 

Date added:

June 27, 2012

 

Level:

University

 

Grade:

B

 

No of pages / words:

10 / 2780

 

Was viewed:

4463 times

 

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Essay content:

Many companies are interested in studying, evaluating and implementing marketing strategies that aim at improving customer retention and maximizing share of customers in view of the beneficial effects on the financial performance for the firm. There has been a strong advocacy for the adoption of customer retention as one of the key performance indicators (e...
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Kaplan and Norton, 2001). For instance, a study by Reichheld and Sasser (1990) reported a high correlation between customer retention and profitability in a range of industries. However, the fragmentation of media choices and the dynamic nature of the market, coupled with an increased number of more demanding and affluent consumers, brought greater challenges to marketing practitioners in retaining their customers...
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