PORTFOLIO ACTIVITY 2 CONUMER BEHAVIOR.doc - PORTFOLIO...

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PORTFOLIO ACTIVITY 2: CONSUMER BEHAVIORMarketing can be defined as the process by which companies create value for customers and build strong customer relationships to capture value from customers in return(Kotler). Based on this definition, we can clearly see the crucial role of customers in business. Indeed, no organization regardless of its activities can exist without customers, that is why retaining themonce they make their first purchase is important for the survival of business organizations. Therefore in the following lines, we will point out some retention strategies based on this article “Exploring Factors That Influence Consumer Loyalty to Automobile Dealerships in New York.” According to the above article, most companies have a customer acquisition strategy, but only a few have a customer retention strategy (Drege, 1991). Consequently, companies are striving to retain customers and build strong customer relationships. Among
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