近年來，由於服務業市場趨於飽和，產品與服務內容不斷推陳出新，消費者的自我價值意識也隨之高漲，導致各家業者皆面臨吸引新顧客的成本上升以及舊客戶嚴重流失的雙重問題。因此，不論從成本或獲利角度分析，皆可清楚了解企業必須維繫良好的顧客關係來達到留住既有顧客的價值，而買賣雙方擁有優質的關係品質更是維繫關係強度德重要關鍵，這不但是服務業者永續經營的法則，也是提昇競爭力、獲得長期利潤的最佳利器。
有鑑於過去有相當多的顧客保留研究，但鮮少有學者同時把過去與未來兩個觀點同時列入考量來探討顧客保留模型。因此本研究以一般顧客保留模型為基礎，從預期未來使用及關係品質的角度切入，利用實證研究分析過去經驗(關係品質-滿意度、信任、承諾)與未來因素(預期未來使用)同時對顧客保留的影響及所扮演的角色。
研究結果發現，過去經驗(關係品質)的優劣會使消費者對未來使用的預期有正向的影響，同時關係品質與預期未來使用也會對顧客保留有著正向的影響。根據上述結果，本研究發展出一個有別過去的顧客保留模式，以期作為日後研究顧客保留影響因素的基礎，更可使業者對維繫顧客關係有更全面的瞭解，進而作為保留顧客策略的參考，以達到顧客保留的目標。

Firms are recognizing the value of establishing close relationships with their customers as a means of retaining existing customers. Although relationship quality is recognized as a central construct in the relationship marketing literature, current models of relationship quality only focuses the influence of past experience customer. In this research, we advance the notion that when deciding whether to continue a product or service relationship, consumers not only consider past relationship with the firm, but also incorporate future considerations regarding the service. Results indicate that the evaluation of relationship quality has a positive effect on expected future use, and both the relationship quality and expected future use also affect customer retention positively.

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