Okolo, Amaka Nwakego1, Onyemachi, Okechukwu Nduka Duke2&Adindu, Chidinma Peace3
1,2&3
Department of Marketing,
Michael Okpara University of Agriculture, Umudike,
Abia State, Nigeria
Corresponding author: okoloamaka69@yahoo.com
Abstract
The fundamental purpose of customer retention efforts is to ensure maintenance of relationships with value adding customers. Today, companies implement retention practices re to examine the strategies used by private schools to retain their parents/guardian and students, evaluate the effectiveness of these strategies on the parent/guardian and students and how often they use them. The commitment trust theory of relationship marketing provides the theoretical background for this study and it explains that two fundamental factors, trust and commitment must exist for a relationship to be successful in business. The questionnaire was the instruments for data collection. Study population consist all parents/ guardian patronizing private schools in Abia state. A sample size of 400 was drawn using
Taro Yamani formula. Quantitative data generated as well as formulated hypotheses were hi square. This was done with the aid of the Statistical Package for Social Sciences (SPSS). The study concludes that the parents/ guardian and students are committed to schools because strategies like qualified / experienced staff, good environment, adequate structure, affordable cost, and high security will make them remain in the school without defecting to other schools.
Keywords: customer retention, retention strategies, private schools.
