Factors Affect Customer Retention: A Systematic Review
Many review studies were handled to provide valuable insights into customer retention issues and factors that could influence it positively and effectively. This study systematically reviews and analyzes customer retention and its related factors of 30 re
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1 University of Sharjah, Sharjah, UAE Faculty of Business, University of Jordan, Amman, Jordan 3 Amman Arab University, Amman, Jordan 4 Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, UAE [email protected]
Abstract. Many review studies were handled to provide valuable insights into customer retention issues and factors that could influence it positively and effectively. This study systematically reviews and analyzes customer retention and its related factors of 30 research studies from 2005 to 2019. The main findings contain that the most common factors that affect customer retention are service quality, satisfaction, trust, and commitment. Moreover, most of the customer retention studies were focused on the banking sector, followed by the studies that concerned about retail industry issues. Additionally, most of the conducted studies were undertaken in Indonesia, followed by Nigeria and India. The findings of this review study provide an overview of the current studies and analyses of customer retention and factors that affect it. Keywords: Customer retention
Satisfaction Trust Commitment
1 Introduction Generally, it is recognized that there is a positive relationship between customer retention and profitability. Customer retention enables the company to increase profitability and revenue [1–3]. Thus, the small increase in customer retention could have a positive impact on profitability [4–6]. [7, 8] indicated that customer retention indicates customer’s intention to repurchase a service or a product from the service provider. In [9], authors defined customer retention as “the future propensity of a customer to stay with the service provider. It should be a continuous process to find a customer and retain them in a long-term relationship [10–12]. The purpose of the study is to review previous studies and to find out the main influencing factors affecting the existing customer. In addition, the study aims to investigate the impact of customer satisfaction, trust, and commitment on customer retention in different sectors and contexts. The review study stands the following six research questions:
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021 A. E. Hassanien et al. (Eds.): AISI 2020, AISC 1261, pp. 656–667, 2021. https://doi.org/10.1007/978-3-030-58669-0_59
Factors Affect Customer Retention: A Systematic Review
RQ1: RQ2: RQ3: RQ4: RQ5: RQ6:
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What are the main disciplines/contexts of the selected studies? What are the participating countries in the context of the selected studies? How reviews are distributed across their year of publication? What are the research methods of the selected studies? What are the active databases in the context of customer retention? What are the most factors that influence customer retention?
Thus, the importance of this study is in its attempt to contribute and add value to the extant literature by covering up-to-date research studies on customer retention and its attempt t
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