▁is ▁a ▁major ▁objective . ▁ ▁Customer ▁ret ention ▁has ▁a ▁direct ▁impact ▁on ▁profit ability . ▁Research ▁by ▁John ▁F lem ing ▁and ▁Jim ▁As pl und ▁indicates ▁that ▁engaged ▁customers ▁generate ▁ 1 . 7 ▁times ▁more ▁re venue ▁than ▁normal ▁customers , ▁while ▁having ▁engaged ▁employees ▁and ▁engaged ▁customers ▁return ▁a ▁re venue ▁gain ▁of ▁ 3 . 4 ▁times ▁the ▁norm . ▁ ▁Me asure ment ▁ ▁The ▁measurement ▁of ▁customer ▁ret ention ▁should ▁distinguish ▁between ▁behavior al ▁intent ions ▁and ▁actual ▁customer ▁behav iors . ▁The ▁use ▁of ▁behavior al ▁intent ions ▁as ▁an ▁indicator ▁of ▁customer ▁ret ention ▁is ▁based ▁on ▁the ▁prem ise ▁that ▁intent ions ▁are ▁a ▁strong ▁predict or ▁of ▁future ▁behav iors , ▁such ▁that ▁customers ▁who ▁express ▁a ▁stronger ▁rep urchase ▁intention ▁toward ▁a ▁brand ▁or ▁firm ▁will ▁also ▁exhib it ▁stronger ▁corresponding ▁behav iors . ▁Customer ▁rep urchase ▁and ▁ret ention ▁behav iors ▁can ▁be ▁measured ▁in ▁a ▁variety ▁of ▁different ▁ways ▁which ▁are ▁enumer ated ▁in ▁several ▁award - win ning ▁articles ▁published ▁in ▁the ▁market ing ▁discipline . ▁The ▁different ▁studies ▁that ▁also ▁involve ▁different ▁metrics ▁to ▁measure ▁customer ▁rep urchase ▁intention ▁and ▁actual ▁rep urchase ▁behav iors ▁are ▁summar ized ▁in ▁a ▁series ▁of ▁review ▁papers ▁such ▁as ▁Ke ining ham ▁and ▁colle agues ▁( 2 0 0 7 ), ▁ ▁Gu pta ▁and ▁Ze ith aml ▁( 2 0 0 6 ), ▁and ▁Morgan ▁and ▁Reg o ▁( 2 0 0 6 ). ▁These ▁studies ▁point ▁to