Trust, involvement profile and customer retention - modelling, effects and implications

摘要: This study proposes and tests a structural model of customer retention. It measures the effects trust involvement on retention assuming general satisfaction. The is tested in an empirical context existing long-term relationship. As expected, satisfaction not construct its own but combined with Trust serves as strong trigger for enhancing Involvement revealed to play prominent role explaining both creation Applying scale Jain Srinivasan, different profiles are analysed. Based discussion conceptual framework proof operationalisation, five dimensions distinguished. primarily triggered by affective components involvement, whereas cognitive show distinct effects. Further differences between individual revealed, accordance theoretical considerations. We conclude that relational retention, where major constituent element, differently supported involvement. Consequently, focus innovation new product management should shift from mere design physical properties towards broader, proactive perspective shaping consumer