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The adoption of the holistic marketing concept as a customer retention strategy and its impact on customer retention in the financial industry: A case study of CABS Zimbabwe

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dc.contributor.author Mfarinya, Linna Tandy
dc.date.accessioned 2019-05-22T13:25:35Z
dc.date.available 2019-05-22T13:25:35Z
dc.date.issued 2018-03
dc.identifier.citation Mfarinya, L.T. (2013). The adoption of the holistic marketing concept as a customer retention strategy and its impact on customer retention in the financial industry: A case study of CABS Zimbabwe. (Unpublished master's thesis). University of Zimbabwe. en_US
dc.identifier.uri http://hdl.handle.net/10646/3797
dc.description.abstract Customer retention has gradually gained momentum as a vital tool for surviving in the highly competitive environments and increasing revenue. Most customer retention strategies adopted by banks have been over-used and some have since ceased to be as effective, hence the need to introduce a more innovative, coordinated and holistic approach to customer retention. The study, therefore explored the adoption of the holistic marketing concept as a customer retention strategy. The main objective was to establish the extent to which CABS had applied the holistic marketing concept as a customer retention strategy and its impact on customer retention. Various theories and frameworks on the holistic marketing concept and customer retention as discussed by different authors were reviewed. The research was predominantly quantitative with aspects of the qualitative approach incorporated to ensure more depth in the collection of data. The case study strategy was adopted with CABS Zimbabwe being the company under study. Two sets of questionnaires were prepared and administered to customers and staff and a response rate of 93.3% was realised from the respondents. The research results revealed that, though the customer satisfaction levels were high resulting in customers remaining loyal to CABS, the company needed to address the issues of brand visibility, product awareness, communication systems which were found to be lagging behind. Furthermore, the findings showed that there was positive correlation between the variables of the holistic marketing concept and customer retention. It was therefore concluded that CABS, to a large extent had applied the holistic marketing concept as a customer retention strategy and that banks could adopt the concept as a customer retention strategy and reap the benefits. It was recommended that CABS should establish an effective communication procedure for customers, carry out continuous market research and conduct continuous training workshops for staff to strengthen the current customer retention strategies and make them more effective. en_US
dc.language.iso en_ZW en_US
dc.subject Customer retention en_US
dc.subject Competitive environments en_US
dc.subject Customer retention strategies en_US
dc.subject Marketing en_US
dc.subject CABS en_US
dc.subject Banking sector en_US
dc.title The adoption of the holistic marketing concept as a customer retention strategy and its impact on customer retention in the financial industry: A case study of CABS Zimbabwe en_US
dc.contributor.registrationnumber R113101F en_US
thesis.degree.advisor Tsikirayi, Cathrine Mazwi
thesis.degree.country Zimbabwe en_US
thesis.degree.discipline Graduate School of Management en_US
thesis.degree.faculty Faculty of Commerce en_US
thesis.degree.grantor University of Zimbabwe en_US
thesis.degree.grantoremail specialcol@uzlib.uz.ac.zw
thesis.degree.level MBA en_US
thesis.degree.name Master of Business Administration en_US
thesis.degree.thesistype Thesis en_US
dc.date.defense 2013


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