Targeting, acquiring, and retaining the “right” customers is at the core of many successful service firms. It is important that firms carefully choose desirable, loyal customers within the chosen segments and then take pains to build and maintain their loyalty through well-conceived relationship marketing strategies. The objective is to build relationships and to develop loyal customers (whether B2B or B2C) who continue to do a growing volume of business with the firm in the future. …

| February 4, 2018

Targeting, acquiring, and retaining the “right” customers is at the core of many successful service firms. It is important that firms carefully choose desirable, loyal customers within the chosen segments and then take pains to build and maintain their loyalty through well-conceived relationship marketing strategies. The objective is to build relationships and to develop loyal customers (whether B2B or B2C) who continue to do a growing volume of business with the firm in the future. …

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