▁the ▁following ▁general ▁conclus ions : ▁▁▁ ▁Customer ▁satisfaction ▁is ▁a ▁strong ▁predict or ▁of ▁both ▁customer ▁rep urchase ▁intent ions ▁and ▁rep urchase ▁behavior ▁▁ ▁Rep urchase ▁intent ions ▁are ▁statist ically ▁significantly , ▁and ▁posit ively ▁associated ▁with ▁rep urchase ▁behavior : ▁as ▁people ' s ▁rep urchase ▁intention ▁increases , ▁so ▁does ▁their ▁lik elihood ▁to ▁actually ▁rep urchase ▁the ▁brand . ▁However , ▁the ▁magnitude ▁of ▁the ▁association , ▁though ▁positive , ▁is ▁moder ate ▁to ▁weak — s ug gest ing ▁that ▁intent ions ▁and ▁behav iors ▁are ▁not ▁inter change able ▁construct s ▁to ▁measure ▁customer ▁ret ention . ▁▁ ▁The ▁association ▁between ▁different ▁ret ention ▁metrics ▁is ▁not ▁always ▁straightforward . ▁It ▁can ▁be ▁( a ) ▁non - linear ▁exhib iting ▁increasing ▁or ▁dimin ishing ▁returns , ▁( b ) ▁different ▁for ▁different ▁customer ▁segments ), ▁and ▁also ▁vary ▁by ▁type ▁of ▁industry . ▁▁ ▁Customer ▁ret ention ▁is ▁a ▁strong ▁predict or ▁of ▁a ▁firm ' s ▁financial ▁success , ▁both ▁using ▁account ing ▁and ▁stock ▁market ▁metrics . ▁A ▁study ▁of ▁a ▁Brazil ian ▁bank ▁showed ▁that ▁bank ▁branches ▁that ▁were ▁more ▁ade pt ▁at ▁efficiently ▁satisfying ▁and ▁retain ing ▁customers ▁were ▁more ▁prof itable ▁than ▁their ▁counter parts ▁that ▁did ▁one ▁or ▁the ▁other ▁but ▁not ▁both . ▁ ▁In ▁terms ▁of ▁measurement , ▁the ▁intention ▁measures ▁can ▁typically ▁be ▁obtained ▁using ▁scale - items ▁embedded ▁in ▁a ▁customer ▁survey . ▁The ▁ret ention ▁behav iors ▁must ▁be ▁measured ▁using ▁secondary ▁data