June 2015
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126 Reads
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4 Citations
AFRICAN JOURNAL OF BUSINESS MANAGEMENT
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... Customer retention focuses on recurring patronage, which is closely associated with repeat purchasing behaviour and brand loyalty (Osarenkhoe et al., 2017). Komunda et al. (2015) assert that retained customers are individuals who persistently remain loyal to the company. Customer retention dimensions include repeated purchases and referrals to other buyers, where repeated purchases are the continuous purchase of a product or service from the same seller. ...
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June 2015
AFRICAN JOURNAL OF BUSINESS MANAGEMENT