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The Effect of customer satisfaction, relationship commitment dimensions, and triggers on customer retention

Gustafsson, Anders - ; Johnson, Michael D. - ; Ross, Inger - ;

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 NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekTelecommunications industry
Customer Satisfaction
Customer Retention
Customer relationship management
studies
Polls & surveys
ISBN/ISSN222429
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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