Relationship intention, customer-firm association length and customer satisfaction : a multi-country exploration

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.