The determinants of customer retention.
Item
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Title
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The determinants of customer retention.
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Identifier
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AAI9720113
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identifier
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9720113
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Creator
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Maloles, Cesar Mendoza, III.
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Contributor
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Adviser: David J. Rachman
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Date
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1997
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing | Business Administration, Banking
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Abstract
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Retention has been recognized as a potent defensive tool in the marketing strategy literature. Research, however, has mainly been focused on the determinants of service quality and/or customer satisfaction. There are very few studies that have examined the linkage between service quality and/or customer satisfaction and retention behavior. Furthermore, different studies have drawn different conclusions as to whether the relationship between service quality and customer satisfaction is antecedent, mediating, and consequent. In addition, very few studies have been undertaken to help managers decide whether to focus more on service quality or customer satisfaction. The role of other factors that may inhibit defection has also been ignored.;This study found that both service quality and customer satisfaction influence loyalty intentions directly. Service quality also affects loyalty intentions indirectly through overall satisfaction. The results of the research also show that both firm/service characteristics and equity influence perceptions of service quality and overall satisfaction. Equity, however, has a more powerful impact on perceptions of service quality and overall satisfaction. The roles of affiliation and consumer characteristics were negligible in this study.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
