TY - JOUR
T1 - The Effect of Trust, Commitment, and Conflict Handling on Customer Retention
T2 - The Mediating Role of Customer Satisfaction
AU - Mahmoud, Mahmoud Abdulai
AU - Hinson, Robert Ebo
AU - Adika, Maxwell Kofi
N1 - Publisher Copyright:
© 2018, © 2018 Taylor & Francis Group, LLC.
PY - 2018/10/2
Y1 - 2018/10/2
N2 - Previous studies have investigated drivers of customer retention in the mobile telecommunications industry worldwide. These studies call on scholars pay to attention to these factors in the scholarly marketing literature, since customer retention is the basic tenet of relationship marketing. Drawing on relationship marketing theory, this study analyzes the direct and indirect relationships amongst trust, commitment, and conflict handling on customer retention. A cross-sectional survey using a structured questionnaire was employed to gather data from customers of mobile telecommunication operators. The findings revealed that only conflict handling had a direct significant effect on customer retention. Also, trust and conflict handling had a direct and significant effect on customer satisfaction. However, trust and conflict handling were seen to have an indirect significant effect on customer retention via customer satisfaction. The study recommends that managers should effectively resolve customer complaints as well as build their trustworthiness in order to satisfy and retain their customers.
AB - Previous studies have investigated drivers of customer retention in the mobile telecommunications industry worldwide. These studies call on scholars pay to attention to these factors in the scholarly marketing literature, since customer retention is the basic tenet of relationship marketing. Drawing on relationship marketing theory, this study analyzes the direct and indirect relationships amongst trust, commitment, and conflict handling on customer retention. A cross-sectional survey using a structured questionnaire was employed to gather data from customers of mobile telecommunication operators. The findings revealed that only conflict handling had a direct significant effect on customer retention. Also, trust and conflict handling had a direct and significant effect on customer satisfaction. However, trust and conflict handling were seen to have an indirect significant effect on customer retention via customer satisfaction. The study recommends that managers should effectively resolve customer complaints as well as build their trustworthiness in order to satisfy and retain their customers.
KW - commitment
KW - conflict handling
KW - customer retention
KW - customer satisfaction
KW - mediating
KW - trust
UR - http://www.scopus.com/inward/record.url?scp=85047207398&partnerID=8YFLogxK
U2 - 10.1080/15332667.2018.1440146
DO - 10.1080/15332667.2018.1440146
M3 - Article
AN - SCOPUS:85047207398
SN - 1533-2667
VL - 17
SP - 257
EP - 276
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
IS - 4
ER -