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The growing economic pressure on companies, based on globalization and the steady development of new communication technologies, encourages improvements in all sectors. Therefore also the marketing and sales departments need to secure and optimize their performances, by increasing customer retention. Customer retention was defined and key criteria, as well as their level of impact were identified. In conclusion, a connection between different strategies in marketing as well as sales models, and the creation of customer retention was drawn.

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Carina Lang B.Sc. was born 1992 in Frechen. She started studying "Produktion und Management" at the "University of Applied Sciences Upper Austria", in 2012. 2013 she completed an exchange semester at the "Hong Kong Polytechnic University". She additionally finished her internship in Bangkok, based on that she developed her bachelor thesis.

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