16. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers.
17. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers.
18. Large retailers can use store cards to obtain detailed background information about customer＊s ages, salaries and lifestyles, and point-of-sale technology can be sued to track purchases made by every customer.
19. a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several pounds per annum on relationship marketing.
20. successful relationship marketing depends upon selecting and targeting the customers you wish to retain. |
