What is it about?
trategies for relational practice can vary considerably, depending on which constructs are driving customer retention. In this sense, we developed and tested a theoretical model considering the constructs: perceived value, service provider reputation, trust, and switching costs as antecedents to customer retention. This quantitative descriptive study began from a survey, which was applied to a sample of 269 companies-customers of a health plans operator.
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Why is it important?
The data was analyzed with the use of a structural equation modeling. The results show that the perceived value influences on reputation; that reputation impacts on trust and switching costs; that switching costs are configured as antecedent to customer retention; and that customer retention is influenced by reputation.
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This page is a summary of: Antecedents to Customer Retention in a Corporate Context, Brazilian Business Review, January 2016, Fucape Business School, DOI: 10.15728/bbr.2016.13.1.1.
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