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Retaining Customers

In: Realizing Organizational Effectiveness

Author

Listed:
  • Robert S. Fleming

    (Rowan University)

  • Michelle Kowalsky

    (Delaware County Community College)

Abstract

The continuing and long-term success of any contemporary organization requires that it succeed in attracting and retaining customers. While the many attributes of an organization and its product and/service offerings are instrumental in determining its ability to attract and retain customers, and consequently achieve its mission and goals and ultimately its vision for the future, the true measure of an organization’s present and future success is its ability to not only attract, but also retain customers. While both of these measures or metrics of success in customer management are obviously important and significantly influence various strategic goals and measurements of a contemporary organization, including revenues, market share, and profits, the ability to retain customers should always be a concern of any organization’s employees and leaders.

Suggested Citation

  • Robert S. Fleming & Michelle Kowalsky, 2024. "Retaining Customers," Springer Texts in Business and Economics, in: Realizing Organizational Effectiveness, chapter 44, pages 145-146, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-80516-5_44
    DOI: 10.1007/978-3-031-80516-5_44
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