対話としての顧客維持戦略 : 携帯電話産業の事例による考察(<特集>ITとマーケティング)

抄録

Marketers must retain the existing customers in a mature market. Several studies have been conducted on customer retention. In this study we investigate the relationship between customer retention management and churn rates through a case study of Japan's cellular phone market. The aim of this study is to understand how customer retention strategies are implemented and how they work in a business context. The paper suggests relationship between customer retention strategies and institutional changes in the cellular phone market.