Oliver, J., 2003. Thinking strategically about customers: a view from the health and fitness industry. International Journal of Customer Relationship Management, 5 (4), pp. 339-342.
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Customer retention is considered to be one of the key areas for most service providers in the UK Health and Fitness Industry. Much of the existing research and activity concerning customer retention is considered at a tactical, operational level with little emphasis being placed on the strategic considerations that an organisation needs to consider in order to move toward a customer-centred philosophy. This paper suggests that customer retention levels can be improved by thinking more strategically about the organisational purpose, its resources and customers.
|Subjects:||Technology > Business, Management and Marketing|
|Group:||Media School > Institute for Media and Communication Research|
|Deposited By:||Dr John J. Oliver|
|Deposited On:||03 Jan 2008|
|Last Modified:||07 Mar 2013 14:34|
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