It is a given that professional service providers lavish their clients with gratis goodies from drinks to days out at sporting events. But does such largesse have its desired effect - winning client loyalty? Jo Summers reports
Within professional services, traditional corporate hospitality is decreasing significantly in popularity. Each year, firms still throw significant sums – often as much as a third of their marketing budget – at entertaining clients with the main aim of retaining loyalty. Events not only consume vast amounts of cash resources, they also account for a significant percentage of staff time. But is this investment really worthwhile?
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