The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development

The impact of customer satisfaction and relationship quality on customer retention: A critical... Customer satisfaction with a company's products or services is often seen as the key to a company's success and long‐term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more comprehensive view of the customer's quality perception. © 1997 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development

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Publisher
Wiley
Copyright
Copyright © 1997 John Wiley & Sons, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-F
Publisher site
See Article on Publisher Site

Abstract

Customer satisfaction with a company's products or services is often seen as the key to a company's success and long‐term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more comprehensive view of the customer's quality perception. © 1997 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: Dec 1, 1997

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