Topic: Exploring the relationship between customer retention strategies and customer service delivery. A Multichoice case study

Problem Statement:

The commercial market in recent years has undergone substantial shifts due to intensifying competition and ever-evolving consumer needs. Today, businesses need contend with an environment where their customers have a plethora of choices available to them. As such, Multichoice, like many other companies, faces a challenging business landscape characterized by highly discerning and demanding customers. Retaining customers has become a strategic priority as it not only contributes to the financial health of a firm but also provides a competitive edge. While Multichoice has employed various customer retention strategies, the relationship between these strategies and the delivery of customer service remains unclear and needs exploration.

In today's highly competitive market, it is crucial for businesses to attract and retain customers. Companies must focus not only on customer acquisition but also on customer retention, which is often more cost-effective and valuable in the long run. The value of a retained customer extends beyond their direct purchases, as loyal customers often provide word-of-mouth referrals, thereby enhancing a company's reputation and customer base. However, maintaining customer loyalty requires exceptional customer service delivery.

Please help with the below:

1. Introduction and Background to the Research Problem
2. Aim of the study