The moderating effect of switching costs on the customer satisfaction-retention link: retail internet banking service in Hong Kong

Article

Wong, Chi-Bo and Mula, Joseph M.. 2009. "The moderating effect of switching costs on the customer satisfaction-retention link: retail internet banking service in Hong Kong." IBIMA Business Review. 2 (3), pp. 20-28.
Article Title

The moderating effect of switching costs on the customer satisfaction-retention link: retail internet banking service in Hong Kong

ERA Journal ID212731
Article CategoryArticle
AuthorsWong, Chi-Bo (Author) and Mula, Joseph M. (Author)
Journal TitleIBIMA Business Review
Journal Citation2 (3), pp. 20-28
Number of Pages9
Year2009
PublisherIBIMA Publishing
Place of PublicationAudubon, United States of America
ISSN1947-3788
Web Address (URL)http://www.ibimapublishing.com/journals/IBIMABR/volume2/v2n3.pdf
Abstract

[Abstract]:
The objective of this research was to develop a model that examines the direct effects of customer satisfaction and switching costs on customer retention as well as the moderating effect of switching costs on the relationship between customer satisfaction and customer retention in the segments of basic and advanced Internet banking users. This empirical research was conducted within the context of the retail Internet banking industry in Hong Kong. An online questionnaire was employed as the means of data collection. This research confirms the significant positive effects of customer satisfaction and switching costs on customer retention in both segments of basic and advanced Internet banking users. It is interesting that switching costs play a significant moderating effect on the customer satisfaction-retention link only for the segment of basic Internet banking users. For the segment of advanced Internet banking users, the moderating effect of switching costs does not significantly affect satisfaction-retention link.

Keywordscustomer retention, customer satisfaction, switching costs, moderating effect
ANZSRC Field of Research 2020460806. Human-computer interaction
Byline AffiliationsHong Kong Shue Yan University, China
School of Accounting, Economics and Finance
Institution of OriginUniversity of Southern Queensland
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