| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === Due to increasingly lower customer loyalty and higher customer attrition rate in the competitive marketplaces, firms are recognizing the importance of customer retention.
Retaining existing customers has been an important key factor for firm to lower marketing cost and enhance competitive advantages. Although relationship quality is
recognized as a essential construct in the relationship marketing literature, current models of relationship quality mostly focuses the influence of customer past experience,
ignoring customers’ psychological mechanism. With data collected from chained health clubs and SEM analysis, this research investigates the roles of customer future considerations in relationship quality-customer retention relationships. Results suggest that relationship quality positively affect the customer retention, while expected future use and anticipated regret mediate and moderate such relationships. Managerial implications and suggestions for future research are then discussed.
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