Customer retention case study of Behsaz system yazd-Iran

In recent years, customer retention has gained increased value among both goods and service providing firms. However although extensive research exist on the concept of customer retention and its measures and instruments, studies and research on how professional service firms retain their customers remain limited. The empirical data was collected through interviews with an Iranian advertising agency: Behsaz System. The findings of this study indicate that the creation of customer satisfaction and switching barriers are the main strategies employed by firms, for retaining customers to convey confidence, to get the customers involved, and to be able to deliver good quality services.