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• W2128942572 abstract "Customer retention has long been considered an important element in achievingcompetitive advantage for business organisations. The increasingly turbulenteconomic environment has brought this again to the fore for many organisations.Through the development of a practice based guiding framework for the improvementof customer retention this study investigates the complex relationship between theconcepts of customer service, continuous improvement and organisational cultureacross a variety of business sectors. Drawing from a systematic literature review,initial links were made between the concept of using the 4P cycle of continuousimprovement and the key elements of world class service as tools of understanding.The main study involved the use of the Delphi technique, through which a qualitativeand systemised approach to data gathering was achieved using semi-structured andstructured interviews and utilising the findings from each set of interviews to informthe following set of interviews. Three rounds of interviews took place with 9 industryexperts across different sectors, with the investigation taking a director level review.After the first two rounds of interviews the framework for customer retention wasdeveloped and introduced to the participants for evaluation before the final interviewstage. The findings from the study show that the proposed framework is a workable tool,however in order to fully benefit from its use, specific organisation contextualisationis required and should be supplemented by the gathering and utilisation of customerresearch, the development of a holistic company approach to customer retentioninvolving all organisational departments and the empowerment of employees. Further,the study shows that buy in is required from all senior management and that overallbuy in would be aided by open communications within the business. Overall there wasa consensus that employing the right person was vital to customer retention andultimately the success of a company. The usefulness of the application of the practicebased guiding framework, though beyond the scope of this study, was also addressedthrough the participants own use of some of the study findings within their currentroles across a variety of business sectors." @default.
• W2128942572 created "2016-06-24" @default.
• W2128942572 creator A5054191673 @default.
• W2128942572 date "2013-07-01" @default.
• W2128942572 modified "2023-09-26" @default.
• W2128942572 title "Customer retention through the equal incorporation of continuous improvement (CI), culture and customer service." @default.
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