PLANNING A STRATEGY
                          FOR KEEPING THE CUSTOMERS

                         Ruxandra Radoviciu, Junior Teaching Assistant
                          “1 Decembrie 1918” University of Alba Iulia
                                 ruxandra_rdvc@yahoo.com


ABSTRACT: For a company keeping the customers is an essential process which consists in
orientation towards existing customers, management process, log term vision and future
orientation. Companies give an importance not only in improving their relations with the business
partners but also with their clients. The strategy for keeping the customers consists in the whole
measures developed by a company with the purpose of positive orientating the behavior of the
customers towards her and developing a permanent contact with them. The paper tries to explain
the methods used by companies in developing their strategies for keeping the customers.

Keywords: strategy, customers, cause - effect chain

JEL Codes: M31, O21