What is it about?

This article focuses on customer retention through the existing relationship of a banking service provider with its customers. A theoretical model was tested with banking service natural person customers taking into account customer satisfaction, value, service provider reputation, and trust as key drivers of customer retention. A multivariate statistical approach with structural equation modeling was used.

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Why is it important?

Results indicate that the theoretical model has acceptable fit, confirming that customer satisfaction positively affects perceived value by customers; perceived value is a key driver of trust through service provider reputation; service provider reputation is important in the studied context; and customer retention is positively affected by trust in the service provider.


Customer retention has a positive impact on the performance of organizations.

PhD Gabriel Sperandio Milan
Unisinos - Universidade do Vale do Rio dos Sinos

Read the Original

This page is a summary of: A Brazilian Experience of Customer Retention and Its Key Drivers in Banking Service Rendering, Journal of Relationship Marketing, October 2015, Taylor & Francis, DOI: 10.1080/15332667.2015.1091636.
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