Customer Retention Strategies: Benefits on Small Businesses in Nigeria

Objective – This study endeavor to discover the benefits of customer retention strategies on customer retention and business performance in Nigeria. Methodology/Technique – Secondary data was used and a conceptual model developed to establish the relationship between customer retention and the retention strategies. Findings –The study observed that small businesses that practices customer retention strategies retains and satisfy their customers than those that do not. Novelty – It is recommended, however, that business managers should embrace the use of electronic mails, professionalism, welcoming complaints etc. as ingredients that lead to customer retention among small businesses. Type of Paper: Conceptual