Customer retention: a potentially potent marketing management strategy

Customer retention offers a number of benefits. The authors in this articles discuss potential strategies that may be used to retain customers. The authors also acknowledge that `one size does not fit all’ and the situation of a firm can be an important determinant of the timeliness and appropriateness of particular potential strategies. We conclude by conceptualizing a framework which may help firms determine a fit between their business situations in terms of their products and markets and potential strategies for retaining their customers. In the end the authors identify the implications of our arguments to practitioners and theorists.