The Determinants Of Customer Retention: A Systematic Literature Review

Abstract

Customer retention has emerged as a strategic imperative in contemporary marketing, offering significant advantages in cost efficiency, profitability, and long-term brand equity. This study presents a systematic literature review of 42 quantitative, peer-reviewed studies published over the past decade, aiming to identify the key determinants that drive customer retention across various sectors and digital platforms. The findings reveal that customer retention is influenced by a combination of cognitive (e.g., satisfaction, perceived value), affective (e.g., trust, emotional engagement), and technological (e.g., platform usability, personalization) factors. Traditional constructs such as service quality and customer satisfaction remain foundational, while digital-era determinants like flow experience, e-service quality, and social influence are increasingly relevant. The review also highlights critical gaps, including a lack of longitudinal research, underrepresentation of non-Western contexts, and limited integration of emerging technologies like AI and omnichannel systems. By synthesizing these themes, the study provides a comprehensive framework for understanding customer retention and offers directions for future research and managerial practice. The insights support a multidimensional and dynamic perspective of customer loyalty, underscoring the need for integrated strategies that align relational, experiential, and technological components.