A reputação do provedor de serviços e os custos de troca como determinantes da retenção de clientes de um plano de saúde.

Customer retention has been a significant theme in the literature on the relational exchange in service providers. This study aimed to develop and test a theoretical model considering the constructs: the reputation of the services provider and switching costs as determinants of customer retention. To that end, a descriptive and quantitative research was applied through a survey to 269 client companies of a health plans operator. The results were analyzed using structural equation modeling and mediation was tested using a bootstrapping procedure. The results show that customer retention is directly and positively influenced by the reputation of the service provider and switching costs. Though, it was not confirmed the mediation of switching costs between the reputation of the service provider and customer retention. [ABSTRACT FROM AUTHOR]