Exploring the potential to grow retention: Case AutoJerry

Abstract

This thesis focuses on how to improve retention rate of the case company AutoJerry. At the same time the thesis discusses about customer acquisition and the importance of already existing customers. Theoretical background focuses on the different aspects what are needed to be thought of when thinking about the retention. It revolves around customer relations and the importance of social media. The theoretical part ends on the influencer marketing what could benefit businesses when used correctly. After theory part qualitative research was conducted to old customers of the service, repair shops and for influencers in the Finnish markets. The customers were sent questionnaires with openended questions and the interviews with repair shops were done by phone. Questions were also sent to the influencers, but no one answered them. After the answers from customers and repair shops the important points were marked down. The conclusion of this thesis is that there is no simple answer on how to improve the retention rate. The issues discussed on this thesis can help the retention rate to grow. The business needs to focus on customer management, on the s