1. Customer Satisfaction
... Moreover, not all customers generate acceptable cost and revenue streams. For example, in retail banking, some 50-60 percent of customers may be unprofitable (Carroll 1991-1992, Storbacka et al 1994). It has been suggested therefore, that the firm should actively encourage relationships with profitable customers and attempt to terminate relationships with unprofitable customers In Reichheld's (1996) words, ... new customers, and it is commonly assumed that customer satisfaction serves as a particularly important antecedent of customer retention and thus long-term customer relationships ...
- Word Count: 5961
- Approx Pages: 24
- Has Bibliography
- Grade Level: Undergraduate