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

TLDR

The study examines how customer satisfaction, affective and calculative commitment, and situational or reactional triggers influence retention in telecommunications services. The authors investigate whether situational and reactional trigger conditions moderate the satisfaction–retention relationship. Customer satisfaction, calculative commitment, and prior churn consistently predict retention, with prior churn also moderating the satisfaction–retention link, offering insights for managers and researchers.

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.