Factors Influencing Customer Retention: Case Study of Lithuanian Mobile Operators

Factors influencing customer retention are important in the study of consumer relationship conception witch has implications for organizational business strategy and regulatory policies. Much research has already examined the consumers’ repeated purchase intentions, however there is no united point of view concerning the factors conditioning customer retention, and means of its assessment and determination. The aim of the paper - to create a theoretical model of customer retention and to prove it in Lithuania Mobile Operators practice. The empirical research results showed that there is a statistically significant positive correlation between factors identified in the theoretical model: customer satisfaction, relationship quality, switching costs and customer retention