The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development
本文批判性审视了客户满意度与客户保留之间的直接关系，发现实证支持薄弱，并基于关系质量概念构建了一个更全面的客户保留过程模型。
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.