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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. Universidade Paulista
Received
Oct 30, 2026
Accepted
Nov 3, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 93-101
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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.

KeywordsRelationship marketingCustomer satisfactionTrustCustomer retentionLoyalty
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References

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Article information

Section
Review Articles
History
Received Oct 30, 2026 · accepted Nov 3, 2026 · published Nov 10, 2026 (10 days from submission to publication)
Funding
No
Copyright
© 2026 Carolina Ferreira Correa, Ingredy Costa Pagotto, Raynne Beatriz Oliveira, Rayssa Pelayo, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master in Administration from the University of the Amazon - UNAMA