Customer Retention in the Greek Internet Market

Abstract

The aim of this article is to identify the influence of service quality and perceived price on customer retention in the Greek Internet market. Service quality is measured using the SERVQUAL model. Two proxies are used to measure customer loyalty, repurchase intention and positive word of mouth. However, it should be noted that customers stated repurchase intention does not always ensure their actual repurchase behaviour. Data were collected through a survey and 140 Internet users were personally interviewed. The findings showed that there are relationships between service quality, perceived price and customers' intention to repurchase and engage in positive word of mouth.