Customer retention strategies a study of health and fitness - N, Chandan
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Customer retention refers to the ability of a company, product/ service to retain its customers over some specified period. In simple words Customer retention means, "How well a company keeps its paying customers" over a while. Customer retention is the activity that a selling organization undertakes to reduce customer defections. Customer retention process starts when an organization has the first contact with a customer and carries on through a full lifetime of customer and organization relationship. In the present scenario customer retention has major impact on businesses and hence it is…mehr

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Customer retention refers to the ability of a company, product/ service to retain its customers over some specified period. In simple words Customer retention means, "How well a company keeps its paying customers" over a while. Customer retention is the activity that a selling organization undertakes to reduce customer defections. Customer retention process starts when an organization has the first contact with a customer and carries on through a full lifetime of customer and organization relationship. In the present scenario customer retention has major impact on businesses and hence it is important to understand what an organization should do to retain its customers.Health, as defined by the World Health Organization (WHO), is "a state of complete physical, mental and social wellness and not merely the absence of disease or infirmity." Fitness similarly includes emotional and mental health and defines each feature of the individual. Fitness is regularly developed by performing various daily workouts. As people are health conscious there is a necessity that the Gym and Swim Centres provide the service needed by customers to maintain their health. However due to competition the Gym and Swim Centres need to use various strategies to retain customers from defecting. Further a detailed review of literature also shows no studies have been carried out to examine the retention strategies at Gym and Swim Centres. In the light of its importance a study on customer retention was thought to be highly appropriate which would help the Gym and Swim Centres to overcome the problem of defection.