Acquiring and Retaining customers in a UK small IT Company: a case study of Company SG

Liang, Meng (2012) Acquiring and Retaining customers in a UK small IT Company: a case study of Company SG. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Abstract

Online customer reviews of products and service are becoming more and more influential in customers’ judgment and decision making. Therefore, an increasing number of companies are in great demand for online customer reviews. To meet this demand, an increasing number of companies are set to help those companies to collect customer reviews online. It is hard to expand business in this competitive customer review e-provider industry. This study is based on the data derived from two interviews with CEO and customers of company SG. It is one of the first studies investigating the customer acquisition and retention strategy for a UK small IT company specializing in online customer reviews.

Key word: Industrial buyer behavior, Relationship quality, customer acquisition, customer retention

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 12:27
Last Modified: 23 Oct 2016 12:55
URI: http://eprints.nottingham.ac.uk/id/eprint/25808

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