European Journal of Economics, Finance and Administrative Sciences ISSN 1450-2275 Issue 47 (2012) © EuroJournals, Inc. 2012 http://www.eurojournals.com/EJEFAS.htm The Effect of Customer Satisfaction upon Customer Retention in the Jordanian Mobile Market: An Empirical Investigation Muhammad Alshurideh Ass. Prof, The University of Jordan, Marketing Department. Jordan Tel: +962 6 5355000; Ext: 24262; 0795526539 E-mail: m.alshurideh@ju.ac.jo Ra'ed (Moh'd Taisir) Masa'deh Ass. Prof, Management Information System Department The University of Jordan, Jordan Tel: +962 6 5355000; Ext.24286 E-mail: r.masadeh@ju.edu.jo Barween Alkurdi Marketing Department - Middle East University Jordan and PhD Candidate at Durham University United Kingdom, Teaching Staff E-mail: b.h.alkurdi@dur.ac.uk Abstract This study is mainly intended to ascertain the extent to which customer satisfaction affects customer retention among the major three cellular phone companies in the Jordanian mobile sector, which are Zain, Orange and Umnia. Measuring the relationship between customer satisfaction and retention is insufficient without studying the main causes of customer satisfaction. Thus, the study also measures customer satisfaction with various aspects: the effect of customer-supplier relationship duration on customer satisfaction, and customer satisfaction with varieties of mobile phone services provided to users and call centre services. The study employed a quantitative method to test the study hypothesis and collect surveys from Jordanian mobile users. 500 questionnaires were distributed with a response rate of 72.8%. A Chi-Square test was used to test the study’s hypothesis. The study found that customer satisfaction does affect customer retention in the Jordanian mobile behaviour setting. This result is supported, and the study also found a direct relationship between customer-supplier relationship duration and customer satisfaction. Various mobile services provided directly to mobile users as well as services provided by call centres also affect customer satisfaction and contribute essentially to customer retention. Further explanation has been presented in this paper and is supported by some significant concluding remarks and recommendations. Keywords: Service Marketing, Mobile Phone Sector, Jordanian Mobile Phone Sector, Satisfaction, Customer Retention, Relationship Marketing, Relationship Duration, Call Centre.