An Integrated Exploration on the Determinants of Customer Retention Intentions in Relational Exchanges

• Main Authors: Wen-Hsin Hsu, 許文馨
• Other Authors: Perng-Fei Huang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/33925829190612718849

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === There were plenty of studies on relationship marketing in the past two decades; however, most of them are limited in scope, that is, not having sufficient frameworks that integrate the full range of independent variables, mediators, moderators, and dependent variables. The building of a general theory (theories) of relationship marketing is desirable. This study made an attempt to build an integrated framework named “An Integrated Framework of Customers’ Retention Intentions.” In this framework, we propose that the most important independent variables are relationship value and relationship quality (satisfaction and trust), the key mediating variable is relationship commitment, the most critical dependent variable is customers’ retention intentions, and the most remarkable moderators between relationship commitment and retention intentions are variety seeking, relationship strength, alternatives, and switching costs. In the second part of the study we conducted an empirical survey to examine the fitness of the proposed framework. The empirical survey involved a sample of 525 consumers who have been participating a long-term business relationship for more than 6 months. LISREL 8.70 was applied for data analyses and model comparison. SPSS 13.0 was also applied to test the mediating hypothesis. The results include: (1) Relationship value is significantly related to relationship commitment. (2) Customers’ trust is significantly related to relationship commitment, but satisfaction is not. (3) Relationship commitment is significantly related to customers’ retention intentions. (4) Relationship commitment partially mediates the relationships between relationship value, trust and retention intentions. (5) Variety seeking, alternatives, relationship strength and switching costs significantly moderate the relationship between relationship commitment and retention intentions. The proposed conceptual framework and findings of the research can offer a foundation for building a general theory of relationship marketing, and can help companies fully understand the important determinators of relation marketing. So that they are able to build effective strategies for keeping their customers. We discussed the managerial implications of these findings and also provided suggestions for both practitioners and researchers who will be interested in this field.