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

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.