An Investigation why Customers Defect and the Role Played by Freight Transport Businesses in Adopting Customer Retention Management Strategies: An Evidence From the Freight Transport Service Industry in Ghana. A Review Paper oRelated Literature

Abstract

This paper seeks to examine why customers defect in businesses, and roles played by firms that engage in Freight Transport to adopt customer retention management strategies in their operations. Both theoretical and empirical literatures are reviewed. Conclusion was congruent with extant empirical studies that stress that firms probably cannot eradicate all defections, but they can and should put in place proven marketing strategies to monitor and lessen defections. Specifically, freight transport firms in Ghana need to modify their business philosophies by focusing on those customers who leave instead of spending huge costs to attract prospects purposively to replace existing ones.