Attitude, loyalty, trust and customer satisfaction: A necessary consolidation of important customer retention constructs

In order to explain customer retention, several economic and behavioral scientific theories are normally discussed. In doing so, it transpires that each theory is able to make important contributions to the phenomenon of customer retention under its own specific focus. Normally, similar factors to determine customer retention have been identified based on these theoretical analyses and subsequently different structural equation models have been deduced. However, with the focus on especially behavioral scientific facts and models, which up to now have not received the same attention from the marketing scholars, a parsimonious model of customer retention becomes apparent and avoids current confusions.