Thinking strategically about customers: a view from the health and fitness industry.

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.

Full text available as:

[img]
Preview
PDF
47kB

Abstract

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.

Item Type:Article
ISSN:1461-4561
Subjects:Technology > Business, Management and Marketing
Group:Media School > Institute for Media and Communication Research
ID Code:502
Deposited By:Dr John J. Oliver
Deposited On:03 Jan 2008
Last Modified:07 Mar 2013 14:34

Document Downloads

More statistics for this item...
Repository Staff Only -
BU Staff Only -
Help Guide - Editing Your Items in BURO