Relationship Marketing in Service Organizations: A Review of the Dynamics of Agency-client Relationships
Ogbemudia, Sarah (2006) Relationship Marketing in Service Organizations: A Review of the Dynamics of Agency-client Relationships. [Dissertation (University of Nottingham only)] (Unpublished)
Ongoing relationships between businesses and their customers are receiving renewed interest in marketing as increasing number of firms are shifting their attention from transactional to relationship marketing (Sheth and Parvatiyar 1995). Companies are increasingly realising the importance of customer loyalty and at such prioritising customer retention. Their attention is now focused on retaining satisfied customers, as the costs of acquiring new customers largely outweigh that of retaining existing ones.
Actions (Archive Staff Only)