A critical analysis of the relationship between customer satisfaction and customer retention

A critical analysis of the relationship between customer satisfaction and customer retention

Author:Peng Chen

Date:

Project Supervisor:MehediHasan

Course: BA Business Management

Module: BUS602 Business Project

Certification:

I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged.

Signature _________________________ Date _________________________

Contents

Abstract 4

Acknowledgements. 5

1. Introduction. 6

Terms of Reference. 10

2. Literature review.. 11

2.1 Customer retention. 11

2.2 Customer retention. 14

2.3 Customer satisfaction and customer retention. 16

2.4 SWOT. 19

3. Methodology. 21

3.1 Research methods. 21

3.2 Hypothesis. 22

3.3 Data gathering methods. 23

3.4 Population. 24

3.5 Sampling. 25

3.6 Questionnaire design. 25

3.6.1 Likert scale. 26

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