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ORI:10001/2026.0011 Published

RELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW

Carolina Ferreira Correa1, Ingredy Costa Pagotto1, Raynne Beatriz Oliveira1, Rayssa Pelayo1, Prof. Me. Eder Freitas1

  1. 1Universidade Paulista

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
93–101
Language
English
Type
Review article
License
CC BY 4.0
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Abstract

Introduction: relationship marketing is often associated with loyalty, yet satisfaction, trust, loyalty and repurchase are frequently treated as automatic steps in a single chain. Objective: to analyze how the literature characterizes the relationships among relationship marketing, satisfaction, trust and customer retention in the bond with the brand. Methods: qualitative, exploratory-descriptive integrative review, with intentional selection of four analytical studies supported by foundational literature. Results: personalized communication, service and kept promises favor positive experiences and trust; satisfaction and trust, however, do not guarantee retention, which is affected by price, convenience and alternatives; retention, loyalty, repurchase and repurchase intention are distinct concepts. Conclusion: the article proposes a conceptual scheme showing where the chain breaks and a research agenda.

Keywords

Relationship marketingCustomer satisfactionTrustCustomer retentionLoyalty

Bibliographic metadata

TitleRELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW
AuthorsCarolina Ferreira Correa; Ingredy Costa Pagotto; Raynne Beatriz Oliveira; Rayssa Pelayo; Prof. Me. Eder Freitas
Affiliations
  1. Universidade Paulista
JournalOxton Science Journal
Publication date10 Nov 2026
Received30 Oct 2026
Accepted3 Nov 2026
Volume and issueVol. 2, n. 1
Pages93–101
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

CORREA, C. F.; PAGOTTO, I. C.; OLIVEIRA, R. B.; PELAYO, R.; FREITAS, P. M. E. RELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW. Oxton Science Journal, v. 2, n. 1, p. 93-101, 2026. Available at: https://oriregistry.org/10001/2026.0011.

APA

Correa, C. F., Pagotto, I. C., Oliveira, R. B., Pelayo, R., & Freitas, P. M. E. (2026). RELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW. Oxton Science Journal, 2(1), 93–101. https://oriregistry.org/10001/2026.0011

Vancouver

Correa CF, Pagotto IC, Oliveira RB, Pelayo R, Freitas PME. RELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW. OSJ. 2026;2(1):93-101. Available from: https://oriregistry.org/10001/2026.0011

BibTeX

@article{correa202620260011,
  title = {RELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW},
  author = {Correa, Carolina Ferreira and Pagotto, Ingredy Costa and Oliveira, Raynne Beatriz and Pelayo, Rayssa and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {93--101},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0011},
  note = {ORI: ORI:10001/2026.0011}
}

References

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Record history

  1. Record created 9 Nov 2026, 16:14
  2. Status changed 9 Nov 2026, 16:14 draft → reserved
  3. Metadata updated 9 Nov 2026, 16:33 Fields: volume, issue, first page, last page
  4. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  5. Status changed 9 Nov 2026, 16:38 reserved → published

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