Retention of customers is a focal point of any business, and following a certain retention policy expresses how effective the marketing strategy is. Although the previous studies-especially in the context of the services- focused on how retention is affected by several variables under purchasing behavior theory, they did not address the effect of the communication methods of the receptionists, which play a vital role when communicating directly/indirectly with the customers from the very beginning, during, end served, and retention stages. Therefore, this study is an attempt to bridge this research gap. The main aim of the current study is to figure out how communication methods of the receptionists play a vital role in the retention of customers in private hospitals in Libya. A quantitative method was conducted, an electronic questionnaire (Google Forms Questionnaire) was used and Convenience Sampling Approach was used, too. The researcher analyzed 83 questionnaires. For data preparation and data analysis, three programs were utilized: Excel, SPSS, and Google Spread Sheet. Furthermore, descriptive statistics and one-sample t-test were used to answer the research questions and testing hypotheses. The result of the study revealed that communication methods of the receptionists contribute to the retention of customers in private hospitals in Libya. These findings have some important implications for the theoretical understanding of the customer retention, which should be considered by the private hospitals. Finally, further research is also recommended.
Customer Retention, communication methods, Receptionists, Private Hospitals, Libya
