This
paper discusses the theory and the practice of
customer retention. In addition, the ideas of loyalty, intimacy, and satisfaction are studied to
determine their place in the customer retention of today and the future. A better understanding of how organizations and
customers define customer retention is vital to this
study, as is learning how
various firms measure customer retention. The paper examines how customer retention works and identifies what can be done by various companies to determine how best to serve their customers and keep them coming back. Contents Chapter One Introduction Statement of the Problem Purpose of the Study Importance of the Study Scope of the Study Rationale of the Study Definition of Terms Overview of the Study Chapter Two Review of Related Literature Chapter Three Methodology Approach Data Gathering Method Database of Study Validity of Data Originality and Limitations of Data Summary