The role of expected future use in relationship‐based service retention

Purpose – Customer uncertainty of future contacts with the service provider creates a wide range of expectations of the relationship. Such variation and effective management of customer expectations have been not been well studied. The purpose of this research is to investigate the role of customers' expected future use in relationship based customer retention for continuously provided services, proposing and testing an empirical model that explores the interconnectedness of relationship quality, expected future use and customer retention.Design/methodology/approach – A theoretical framework is developed to suggest the role of expected future use in relationship‐based retention. Extant research from various academic fields, including marketing and psychology, is reviewed, deriving our hypotheses. Data collected from customers of a health club is examined through structural equation modeling (SEM).Findings – The study supports the assertion that that the effect of relationship quality (trust, commitment, a...