A study on service management strategy towards customer retention in provet group of companies Sdn. Bhd. / Syaizatul Amira Arma'in

In recent years, customer retention has gained increase value among both goods and service providing firm. A few problems that catch the researcher attention to study in-depth about customer retention is firstly because the increasingly corporations and business in the veterinary industry that vying the customer attention. Other than that is because there is customer who switching their current supplier although they satisfied with the services. Those problems were influenced the customer retention, and so the researcher need to identify the relationship between service management strategy that can influence the customer retention throughout this research study. The researcher using five independent variables (customer relationship, standardization & specification, delivery after sales services, responsiveness) to relate with the dependent variable ( customer retention). However, although extensive research exists on the concept of customer retention and its measures and instruments, studied and research on how professional firm's organization retain their customers remain limited. The data were collected through questionnaire and interpret using SPSS data analysis. The findings of this study first and foremost indicate that professional organization firm do not have any formal procedure which they firmly follow when it comes to retaining their customers. Further the findings from this study indicate that in order to retain customers over time, the firm organizations need to place more efforts on the creation of personal relationship with the customers, as it is a strong bond trying customers to the firm. The findings further imply that the creation of customer satisfaction and the creation of switching barriers are the main strategies employed by the firms, for retaining the customers. Other factors affecting professional service firms' retention strategies are the firms' ability to convey confidence, to get the customers involved, and to be able to deliver good quality services. Along with the research study and findings, the researcher found that, the organization need to upgrade their management system on delivery processing and also have consistent customer relationship management for them to monitor. In advance, for the future research, the researcher suggests that they could take a longer time frame and re-assessing and expanding variables, framework addressed in the research study.