Several authors have noted that customers generally vary in terms of profitability

That is to say, one particular customer does not generate the same costs and revenues over time as another customer. Moreover, not all customers generate acceptable cost and revenue streams. For example, in retail banking,

satisfaction and repurchase intentions, the former variable explains only a fraction of the variation in the latter (r = 0.42). This suggests that factors other than satisfaction affect repurchase intentions. Early attempts to come to terms with this, albeit outside the satisfaction literature, can be found in Fishbein & Ajzen’s (1975) discussion of the individual’s perception of what relevant reference groups think, and in literature dealing with variety-seeking behavior . More recently, various switching barriers have received attention as factors which may moderate the relationship between customer satisfaction and repurchase intentions. Moreover, in

Purchase volume was operationalized in terms of tons, while purchase amount refers to Swedish kronor (SEK). Observations on the three purchase behavior dimensions were availiable for three periods: 1995, 1996 and 1997.

Third, it has been suggested that customer spending tends to increase over time

Some topics in this essay:
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