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The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention

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Abstract

In a study of telecommunications services, the authors examine the effects of customer satisfaction, affective commitment, and calculative commitment on retention. The study further examines the potential for situational and reactional trigger conditions to moderate the satisfaction–retention relationship. The results support consistent effects of customer satisfaction, calculative commitment, and prior churn on retention. Prior churn also moderates the satisfaction–retention relationship. The results have implications for both customer relationship managers and researchers who use satisfaction surveys to predict behavior.

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2006-10-01

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customer satisfaction; relationship commitment; customer retention; telecommunications

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Required Publisher Statement: © American Marketing Association. Reprinted with permission. All rights reserved.

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