Abstract:

Customer Loyalty & Customer Retention are two frequently used concepts, especially as part of modern organizations strategies. They have become a priority because they share an essential purpose for sustainable businesses: keeping customers their revenues. This common purpose seems to lead to a strong overlapping and confusion, starting from the usage of terminology and ending with the strategy definition and design. Therefore, it becomes strongly debatable is if there are structural differences in the return of investment when referring to timeframes. This article is aiming to opening the debate around to the confusion perception and will focus on delivering preliminary answers about the assumed fundamental differences, having as a main focus the Customer Retention Strategy, concluding with a case-study exercise build with MONALIS, Methodology of Onicescu Negentropic Analysis in the Language of Informational Statistics.