A study on antecedents of customer retention model

Customer psychological contract reflects their implicit demands in the transaction and has been an important basis of managing the customer relation. However, current model hasn´t considered satisfactory variable of implicit demands. The paper analyzed the relationship between psychological contract and implicit demand as well as the relationship between the psychological contract satisfactory and customer intention. With telecommunication service as the background, based on factor extraction of explicit satisfactory, implicit satisfactory, switching barrier and retention, this paper adopted Amos 17.0 to test the formal model and improved model, finding that the improved model is better in explanation ability and more targeted for decision making.