Abstract:

The motivation of the research described in this paper came from the need of better understanding how Customer Retention Strategies are adapting in the new, dynamic economical ecosystem, where traditional demographics are being replaced by human behaviour in depth analytics. The article is summarizing some of the main findings of a research done during an eight months’ timeframe (May 2017 – December 2018), using an online self-administrated questionnaire (with the majority of questions on a Likert scale). The results were processed with SPSS Statistics. The target group was formed of customers in Romania, urban area, actively employed or self-employed, with focus on a highly relevant group for purchase behaviour analysis for the Romanian macro-economy: higher level of education and income per person. The main conclusions are showing direct links between the traditional ways of measuring customer retention related indicators and selected behaviour psychographics.