How customer attributes affect retention, loyalty intention and satisfaction for continuously provided services

This research examines how customer attributes affect retention, loyalty intention and satisfaction for continuously provided services. Data from 294 high-speed Internet users were used to test three sets of hypotheses that link customer demographic and profile attributes to customer retention, loyalty intention and satisfaction. The results suggest that (i) the income, education and age of the users who remain with the service provider are higher than those who cease being customers; (ii) loyalty intention is higher for customers with high income than for those with low income; and (iii) satisfaction with the service provider is higher for customers with high education than for those with low education. This research is important for two reasons. First, the results shed light to whether or not there is value in segmenting service markets based on customer attributes. Second, the results can help service providers develop actions plans to improve customer retention.