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Customer Satisfaction and Customer Retention: An Examination of Small Businesses and Their Banks in the UK

Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

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.

Keywords

  • Small Business
  • Customer Satisfaction
  • Switching Cost
  • Bank Manager
  • Customer Retention

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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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