A model of customer retention of dissatisfied business services customers

Lesley White, Venkata Yanamandram

Research output: Contribution to journalArticlepeer-review

48 Citations (Scopus)


Purpose ' The purpose of this paper is to present a theoretical framework of the factors thatpotentially influence dissatisfied customers to continue purchasing from their existing serviceprovider in the business-to-business (B2B) services sector.Design/methodology/approach ' This review paper synthesises the findings from previousstudies on switching barriers, and relationship variables, dependence, and calculative commitment.Findings ' Five major factors deter customers from switching to an alternative service provider:switching costs; interpersonal relationships; the attractiveness of alternatives; service recovery; andinertia. These factors are mediated by dependence and calculative commitment.Originality/value ' This is the first comprehensive study of the factors that potentially influencedissatisfied customers to remain behaviourally loyal to a service provider in the B2B services sector.This important study has significance for marketers in developing strategies for customer retentionand service recovery.
Original languageEnglish
Pages (from-to)298-316
Number of pages19
JournalJournal of Service Theory and Practice
Issue number3
Publication statusPublished - 2007


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