The effect of customer relationship marketing in customer retention and customer acquisition
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Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
İstanbul Ticaret Üniversitesi
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Without a good marketing team and strategy, any company is bound to fail. To remain competitive and profitable in the market, companies should attract and maintain successful customers. For client relationship marketing, this is definitely finished. Marketing for partnerships is a business philosophy, a strategic orientation that focuses on maintaining and developing existing customers instead of gaining new customers. The goal of this research is to examine the role of marketing customer relationships in customer acquisition and retention of customers. The research is based on a survey. For this research, the study sample was taken by cosmetics customers. Data studies have been performed using frequencies, means and standard deviations. Furthermore, bivariate correlations and multiple regressions are used with inferential statistics. The findings of this study show that consumer marketing relationships are significant and strongly associated with the acquisition and retention of customers. Furthermore, the study shows that trust, commitment, communication and conflict handling have an important effect on the customer’s retention and customer’s acquisition. The practical implications of this study are that organizations should build a better customer retention marketing plan.
Description
Keywords
Customer Relationship Marketing, CRM, Customer Retention, Customer Acquisition
Journal or Series
International Journal of Commerce and Finance
WoS Q Value
Scopus Q Value
Volume
7
Issue
1
