A way toward customer retention in the Singapore services industry.

32 p.Since the birth of relationship marketing, customer retention and customer relationship management have become two major research constructs. The favorable consequences of high customer retention rates have been supported by strong evidence (Formell and Wernerfelt, 1987; Oliver, 1999; Reichheld, 1996; Reichheld and Schefter, 2000).Master of Busines