Customer Satisfaction And Loyalty Inlogistics Services

 (A Case Study of DHL Express, Lagos) CHAPTER ONE INTRODUCTION 1.1      BACKGROUND OF THE STUDY A multitude of companies today has already identified the need to create a loyal customer base and acknowledges that maintaining existing customers and extending business with them is significantly less expensive than acquiring newcustomers. Customer loyalty gained importance when the classic marketing paradigm with its instrumental and transactional orientation proved unsuitable in the context of longer-term business relationships. Instead, the relationship marketing approach, which is specifica…