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Abstract
Business needs to retain their customers to win their loyalty rather than merely satisfying them has become a popular topic recently in the business press. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A company’s ability to attract and retain new customers, is not only related to its product or services, but strongly related to the way it services to existing customers and the reputation it creates within and across the marketplace. Customer retention has a direct impact on profitability.