In customer relationship management, what is the main goal of retention marketing?

Retention marketing focuses on maintaining engagement and loyalty from current customers, which is crucial for the long-term success of any business. This approach emphasizes creating lasting relationships with existing customers rather than solely concentrating on acquiring new ones. It involves strategies to encourage repeat purchases, improve customer satisfaction, and foster brand loyalty, which ultimately results in a stable revenue stream and reduces the cost associated with acquiring new customers.

By investing in retention marketing, companies can benefit from the fact that retaining existing customers is often less expensive than attracting new ones, as loyal customers are more likely to repeat purchases and refer others. This also leads to increased customer lifetime value, as engaged customers tend to spend more over time. Thus, the primary goal of retention marketing aligns perfectly with bolstering customer loyalty and engagement, making option B the correct answer.