| dc.description.abstract | The study aimed at examining the effect of Customer Relationship Marketing practices on Customer Retention Luuka Plastic Company. From the univariate analysis, highest percentage of people strongly agreed with commitment, communication, responsiveness, and empathy strategies of customer retention, and also highest percentage strongly agreed with being confident of giving a positive word of mouth to other about the firm, the firm stimulating you to buy repeatedly, the firm having an excellent reputation, and lastly the firm establishing a long-term relationship with among the customer retention questions. The bivariate analysis was performed using the Chi-squared measure of association between customer retention and sex of the respondents, income status, age, education level, commitment, empathy, communication, and responsiveness strategies at 5% level of significance and it was observed that it had a significant relationship with income status, commitment, communication, empathy, and responsiveness strategies.
Marketing practices like communication, commitment, responsiveness, empathy had a significant relationship with customer retention and a highest percentage of those who agreed with the strategies also agreed about them leading to customer retention. This is because a customer values the way the service is provided to them, the way they are talked to, the time period it takes for a service to be delivered, the way the firm responds to their complaints, all in all the efficiency in service provision, and love giving a positive word of mouth when they are satisfied with the services provided by the firm.
Therefore, the researcher recommend that firms should study their customer and know what best suits them among the different strategies because different customer require different strategies for them to be retained and they should respond to those that lead to high customer retention | en_US |
