Relationship intention, customer-firm association length and customer satisfaction: a multi-country exploration
by Pierre Mostert; Derik Steyn; Pamela Rogers; Cornelia Du Toit; Wena Van Niekerk
J. for Global Business Advancement (JGBA), Vol. 13, No. 4, 2020

Abstract: Customer-firm association length is used frequently as an indicator for identifying relational customers. This study explores rather using customers' relationship intentions by also considering the relationships between customer satisfaction with both association length and relationship intention. Data were collected under 1915 cell phone customers for the USA, South Africa, and the Philippines. Results confirm for all three samples: the measure is valid and reliable; three distinct relationship intention groups; similarity between corresponding relationship intention groups across the three countries; no relationship between customer-firm association length and customer satisfaction; and a direct relationship between satisfaction and relationship intention.

Online publication date: Wed, 13-Jan-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the J. for Global Business Advancement (JGBA):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email