Customer Retention Strategies and Performance of Beverage Manufacturing Firms in Imo State, Nigeria

<jats:p>This study focused on the relationship between customer retention strategies and performance of beverage firms in imo state, Nigeria. In the methodology, the study employed descriptive survey research design and questionnaire served as the instrument of primary data collection. The data collected were presented in tables and analyzed using Simple Percentage, Bar Chart, Mean Statistic and Pearson Correlation Statistics through Statistical Package for the Social Sciences (SPSS) version 23.0. The study discovered that varieties of products and sales promotion have significant and positive relationship with customer patronage and customer acquisition. Therefore, this study concludes that effective customer retention strategy could be achieved when there is sales promotion and varieties of products. It was recommended that there is need for beverage establishments to effectively offer product varieties regularly to their customers so as to achieve customer acquisition and patronage. Also, beverage firms should implement regular, innovative sales promotions (discounts, bonus bottles) rather than sporadic ones to sustain high-frequency consumption.</jats:p>