CUSTOMER BONDING AS A STRATEGY FOR RETAINING CUSTOMERS’ LOYALTY IN SME
CHAPTER ONE INTRODUCTION 1.1 Background to the Study Several organizations including small and medium enterprises spend a significant part of their time, energy and resources chasing new business ideas. Even though it is important to replace lost business, grow the business and expand into new markets, one of the primary goals is to keep existing customers and enhance customer bondings (Weinstein, 2002). Thus, the cost of acquiring new customers can ...
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