DOES SUPPLIER’S WILLINGNESS TO CUSTOMIZE INFLUENCE THE BUYER’S RETENTION?

Since the last decade, customer retention has become the central topic in the management and marketing decisions in many companies. A 5% increase in customer retention can lead to 25-95 % increase in profits. A retained customer is the loyal one to the companies due to the attachment and commitment. This loyal customer will, recommend other customers to purchase and repurchase the companies’ products and services. How we can enhance customer retention? This is one of the main challenges for most of professionals, which requires a lot of investigations. Therefore, the antecedents of customer retention required enough attention. This study explores literatures on antecedents of customer retention in Business-to-Business relationship. Based on the thorough literatures done, a theoretical framework is proposed and some possible recommendations are put forward for future researches. Keywords: Customer retention; Supplier’s willingness to customize; Supplier-buye