Focus Theme
نویسنده
چکیده
CORPORATE COMMUNICATIONS AND ITS IMPACT ON CUSTOMER RETENTION Economic literature has been focusing frequently on the impact of systematic coordination of all communication instmments, coming to the result that well managed corporate communications may strengthen return on sales. The justification of this assumption is the concept of market focused management, i.e. the strict orientation of all business activities by customer needs. The profit chain can be explained only briefly here. Caring for customer needs even in communication results in customer satisfaction which can be transformed into customer retention by adequate policies. Furthermore. Reichheld and Sasser (ReichheldISasser 1991, p. 110f.) have shown that profits are growing the more, the longer a customer relationship lasts.
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