Measuring and Managing the Benefits of Customer Retention: An Empirical Investigation

For your marketing

Possible founder application

Use to frame a lifecycle hypothesis and define customer-level outcomes; check whether the study's market and retention horizon resemble yours.

Reported result

What the study found

The proposed benefits-of-customer-retention measures formed a unidimensional cumulative scale; the paper recommends managing satisfaction and retention benefits jointly.

Research question

What the authors investigated

Can customer-retention benefits be measured as a psychometrically adequate cumulative construct, and used alongside satisfaction?

Design

Empirical scale-development study using intent measures and tests of a cumulative retention-benefit construct.

Sample and setting

Customers/consumers assessed on repurchase intention, word of mouth, price tolerance, satisfaction and related intentions; publisher abstract does not state sample size.

Scope and transfer

Limitations to keep in view

The construct is based on intention measures rather than observed churn or realized value, as stated in the abstract; sample details are not on the accessible page.

Research sources

Publisher abstract explicitly contrasts intent-based measurement with the proposed unidimensional cumulative scale. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.