The influence of customer satisfaction and switching costs on customer retention: Retail internet banking

Abstract

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