ANTECEDENCE OF CONTRACT RETENTION OF CUSTOMER SERVICE, MANAGEMENT, SUPERVISION AND MAINTENANCE OF BUILDINGS IN THAILAND
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Abstract
This academic article aims to present the strength of relationships and renewal based on customer retention theory. The Organizations can strengthen relationships by using the antecedence of renewing service contracts based on customer retention theory which is considered to be the most important for companies that want to acquire customer contract renewal. The strength of the relationship led to the renewal of the contract. Results from the literature review and synthesis, found antecedence of contract renewal that affect relationship strength and cause a good contract renewal is the commitment to the relationship, customer focus, perceived value, customer relationship management, these antecedence it is the factor that leads the organization to strengthen the relationship and sustainable renewals in highly volatile conditions and intense business competition.
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