Strengthening Customer Retention Through the Management of Customer Relationships in Services Marketing

Abstract

The role of service providers in the service industry cannot be overemphasized, as they supply intangible, inseparable and variable, yet unique products and services to consumers. The personnel of these providers are very crucial for value creation and consumer satisfaction necessary for customer retention. Hence, service providers must ensure that they properly and adequately manage the relationships that ensue between themselves and their customers. This paper discusses the characteristics of services, the key elements in the service industry, the customer relationship management (CRM), total quality management (TQM), the benefits of CRM to service providers and customers. Conclusively, it proffers strategies of developing customer retention that would enhance effective relationships between service providers and their customers especially in medical services.

Keywords: Customer, Relationship, Management, CRM, TQM