Abstract
Within the area of marketing, the ability to retain existing customers is increasingly seen as central to successful performance. This is particularly true in the service sector, where it is often argued that customer attraction costs are significantly higher than customer retention costs. This paper examines customer satisfaction and retention in banking, where a key strategy is the building and maintenance of a loyal customer base.
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Ennew, C.T., Binks, M.R., Chiplin, B. (2015). Customer Satisfaction and Customer Retention: An Examination of Small Businesses and Their Banks in the UK. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_49
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DOI: https://doi.org/10.1007/978-3-319-13162-7_49
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