近年來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，而不論從成本或是獲利角度分析，皆可清楚了解降低顧客轉換率而維繫原有顧客，不但是服務業者永續經營的關鍵，也是提昇競爭力、獲得長期利潤的重要法寶。然而過去有關顧客保留的相關研究大多認為顧客滿意度為影響顧客保留的關鍵因素，並以過去及現在的觀點來建構顧客保留的模型，卻鮮少有學者以未來觀點出發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，從顧客未來考量觀點切入，分析預期未來因素對顧客保留的影響，以及在顧客保留模型中所扮演的角色。

研究結果顯示，行銷管理者應對顧客預期未來因素加以重視，並主動積極掌握顧客對未來利益的預期，以及考慮如何將預期後悔納入顧客保留的策略中，透過行銷策略的運用，提高顧客保留率。

Customer retention has become a very important topic for companies due to increasingly lower customer loyalty and higher customer attrition rate nowadays. From either cost or profit aspect, it’s quite clear that lowering customer attrition rate and maintaining current customers isn’t only the key for service provider’s business continuance, but the critical tool to enhance the competitive advantage and gain long-term profit.
Many practical and theoretical models of customer retention have explored satisfaction as a key determinant in customer’s decisions to keep or drop a given product or service relationship. However, current models have not incorporated a customer’s future orientation. Therefore, this study tries to examine the influence of customer future-focused considerations on the customer’s decision to continue a service relationship, as well as to explore the role of future-focused considerations in the customer retention model.
Our results indicate that marketing managers ought to pay more attention on customer future-focused considerations and probe customer expectations for their future benefits. Understanding and managing these future-focused considerations is critical to successfully customer relationship management.

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