The moderating effect of switching barriers: Online stock and derivatives trading

Author(s)
Date Issued
2012
Journal
ISSN
2251-2888
Citation
GSTF Journal on Business Review (GBR), Oct 2012, vol. 2(2), pp. 245-251.
DOI
URI
Type
Peer Reviewed Journal Article
Abstract
This study attempts to develop a research model that examines the direct effects of customer satisfaction and switching barriers on customer retention as well as the moderating effect of switching barriers on the relationship between customer satisfaction and customer retention in retail online stock and derivatives trading industry in Hong Kong. An online questionnaire was employed as the means of data collection. The significant positive effects of customer satisfaction and switching barriers on customer retention are confirmed. In addition, the significant negative moderating effect of switching barriers on the relationship between customer satisfaction and customer retention are also confirmed.
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