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What is Impact of Price Increases on Customer Retention about?

This study investigates how price increases affect customer retention in service contexts, focusing on the moderating roles of customer tenure and relationship breadth. It finds that longer tenure reduces price sensitivity and enhances retention, while broader relationships may increase price sensitivity, particularly among newer customers. Marketers are advised to pay special attention to short-tenure and broad-breadth customers when implementing price increases.

Author

bpayqe

Language

EN