Title: An empirical study on customer retention and customer loyalty
Author: Samer Alhawari
Address: Management Information System Department, The World Islamic Sciences and Education University, Sport City, P.O. Box 962712 – Amman, 11196, Jordan
Abstract: Customer loyalty is an essential concern for the telecommunication sector in modern customer processes. Therefore, customer retention processes and knowledge for customer are widely used in the competitive environment to achieve customer loyalty. The purpose of this paper is to suggest a model that defines how the combination between customer retention processes and knowledge for customer would achieve the customer loyalty. This paper adapts the quantitative research approach by using the survey strategy, which is conducted by a questionnaire collected from 193 people working in the management position of Jordanian telecommunication organisations. The researcher uses the Smart partial least square (PLS) as an analysis technique to test all hypotheses. The findings suggest that there is a positive effect of adapting the customer retention processes in improving the customer loyalty mediating by the knowledge for customer.
Keywords: customer retention; telecommunications industry; customer loyalty; Jordan; partial least squares; PLS; customer knowledge management.
Int. J. of Information Systems and Change Management, 2015 Vol.7, No.3, pp.183 - 202
Submission date: 24 Dec 2014
Date of acceptance: 29 Apr 2015
Available online: 13 Nov 2015