Strategies Of Customer Retention Among Commercial Banks In Kenya: A Case Of Bank Of Africa, Kenya

ABSTRACT A customer is one of the significant assets for any profit-making firm, hence most profit making firms strive to acquire and retain as many customers as possible so as not to experience nose-diving of profits. While few existing researches have shown that product and or quality of service results in acquisition and retention of business customers, some few researchers with little empirical data also recommend that corporate image and customer loyalty affects acquisition and retention of existing customers. In business terms, retention of customers directly affects profitability of fi…