THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES

Abstract

This work approaches the strategy of customer retention by means of the practical of therelationship marketing in the environment of services. A Theoretical Model is proposed, withits respective hypothesis, in which the constructs Customer Satisfaction, Value, Reputation ofthe Services Provider and Trust are considered antecedents of Customer Retention.The central analysis of the data was implemented by techniques of multivariate statistics andthe Structural Equations Modeling. The results indicate that the Respecificated TheoreticalModel presents the best adjustment compared to initial Theoretical Model; even so it needs atheoretical and empirical evolution, despite of originality of the integrated model. The workpropitiates relevant evidences, proving that the value perceived for the customers is oneantecedent construct of the trust deposited in the services provider, and this relation ismediated by the reputation of the services provider; that the reputation of the servicesprovider is important in the relational context in study; and that the customer retention ispositively influenced by the trust deposited in the services provider.