An investigation of the customer retention activities employed by national food and clothing retail chain businesses in the Bloemfontein area

Abstract

In this chapter several aspects concerning customer retention strategies (relationship marketing), have been addressed. Firstly, the reason for the study is addressed and some background information is given. The problem is then stated and the primary and secondary objectives of the study, based on the problem statement, are outlined. An explanation of the research methodology is also provided. Finally, a detailed outline of the main components of the research project is presented.