Question

Topic: Student Questions

Customer Retention In The Steel Industry

Posted by marion.gruber on 2/5/2016 at 11:34 AM ET 250 Points
Hello,
I'm a student at Campus02 in Austria and actually I'm writing my master thesis with the topic "development of a B2B customer retention concept for the steel industry".

But unfortunately it is not that easy to get information to customer retention in the B2B sector...or even less to customer retention in the steel industry.

Have anybody of you suggestions where I could find information about customer retention especially for the steel industry or manufacturing industry...or another generic term?
Because first I wrote my theory for my master thesis just on customer retention in the B2B area - that was a too broad approach for my lecturer, so I have to revise it to customer retention in a more special sector, like the steel industry (or other categorization like primary goods, commodity goods, semi-finished material, input material...)
But I can not find anything for customer retention in such a special categorization. (or maybe I'm always searching for the wrong term...)

So, if you have any suggestion to me either books, magazines, articles, web pages,...or the right definition for this category of products, it will help me tremendously!

Looking forward to your replys!
Best regards,
Marion
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/5/2016 at 12:04 PM Accepted
    Read any of these?
    https://www.emeraldinsight.com/doi/abs/10.1108/09555340210434465
    https://www.jgbm.org/page/12%20Kun-Hsi%20Liao.pdf
    https://manreview.iuc.bg/No1/marinova/article1.html
    https://www.hrmars.com/admin/pics/1367.pdf
  • Posted on 2/5/2016 at 12:25 PM Accepted
    Most companies consider customer retention practices and program effectiveness as highly confidential, so it's not likely that you will find much in public sources.

    Your best bet might be to see if you can find a company that will share its information with you, and then modify the topic to fit the available data.

    It's not likely that any consultant or agency would divulge information like that about a client's business, and a company employee could be fired for discussing confidential information like that with an outsider.
  • Posted by marion.gruber on 2/5/2016 at 12:47 PM Author
    Dear Jay,

    thanks for the links! The first two I knew already, but the next 2 links I had not found yet! :-) Thank you very much!

    @mgoodman: Thanks also for that insight - I thought already something in that direction... (I hope my English not too bad ;-)
    Anyway...I would need some literature which is scientifically proven...otherwise my university will not accept it...websites and articles from the internet must also be from reliable sources...

    I'm looking forward - maybe someone has another ideas or sources which I have not found yet! :-)
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