Editing Retention rate (section)

==Contracts==
"Retention applies to contractual situations in which customers are either retained or not. Customers either renew their magazine subscriptions or let them run out. Customers maintain a current account with a bank until they close it. Renters pay rent until they move out. These are examples of pure [[customer retention]] situations where customers are either retained or considered lost for good. In these situations, firms pay close attention to retention rates."<ref name=Marketing_Metrics />

:''Retention Rate:'' The ratio of the number of customers retained to the number at risk.<ref name=Marketing_Metrics />