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The Effect of customer satisfaction, relationship commitment dimensions, and triggers on customer retention
Customer retention is the cornerstone of customer relationship management. Marketing scholars emphasize the influence of three different psychological constructs on customer retention: customer satisfaction, affective commitment, and calculative commitment. Customer satisfaction is a customer's overall evaluation of performance. Affective commitment is created through personal interaction, reciprocity, and trust. Calculative commitment is created through switching costs. This research provides insight into the drivers of retention using a combination of survey and longitudinal data from a Swedish telecommunications service provider. This study suggests that customer relationship managers should include overall evaluations of performance (e.g., customer satisfaction) and the viability of competitive offerings (e.g., calculative commitment) in periodic surveys used to predict retention. If customer satisfaction is the key driver, then retention programs and efforts should focus on improving satisfaction, regardless of whether competitors are doing the same things. Conversely, if calculative commitment is the key driver, the emphasis shifts to improving those aspects of the value proposition that are more unique and that provide a competitive advantage..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Telecommunications industry Customer Satisfaction Customer Retention Customer relationship management studies Polls & surveys |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |