Determinants for customer retention in accounting offices: A multi case study conducted in a town from Serra Gaucha

• Autor(a) principal: Eckert, Alex
• Data de Publicação: 2013
• Outros Autores: Milan, Gabriel Sperandio, Mecca, Marlei Salete, Nunes, Grazieli Porto
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Estratégia e Negócios
• Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/1912
• topic: Relationship Marketing; Relationship with Customers; Customer Retention; Customer Loyalty; Accounting Office.; Marketing de Relacionamento; Relacionamento com Clientes; Retenção de Clientes; Lealdade de Clientes; Escritório de Contabilidade.

With the growth of the economy, rivalry and competition for customers also growth. Companies should win over their customers and ensure their own stay in the market, creating links with these clients and making them feel involved. Hence, the present study is addressed to a sample of accounting firms located in a town from Serra Gaucha, aiming to identify and analyze what retention strategies are used by them. To achieve this goal, we performed a multiple case study, descriptive, through interviews based on a questionnaire that consists in a list of questions. The data obtained from the interviews were analyzed qualitatively. The study presents relevant evidence in order that the offices managers are enable to identify the importance of customer retention for the company's success, and the mentioned retention is positively influenced by trust in the service provider.