On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth

Volume: 12, Issue: 1, Pages: 82 - 90
Published: Jul 1, 2003
Abstract
This study examines the combined effects of customer satisfaction and trust on customer retention and positive word of mouth (WOM). Data from a large-scale survey of fixed line telephone users in the UK confirm that both satisfaction and trust have strong positive associations with customer retention and WOM. Contrary to some assertions in the literature, however, the authors find that the linear effect of satisfaction on retention is much...
Paper Details
Title
On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth
Published Date
Jul 1, 2003
Volume
12
Issue
1
Pages
82 - 90
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