The exponential growth of the Internet is changing the way corporations conduct business with customers. The banking industry is no exception. In order to sustain competitiveness, banks have been introducing more Internet banking services. However, this change undermines the ability of business to retain their customers since certain characteristics of the Internet can cause a reduction in customers' search costs, reduce barrier to entry, and diminish distinctiveness of a firm (Kalakota and Whinston, 1996). Managing effective customer retention strategies is increasingly important in the banking industry since the length in years of customer relationships is one of the most important factors that contributes to the bank's profitability. Reicheld (1996) found that a five percent increase in customer loyalty produces an eighty-five percent increase in profitability in the banking industry. In the past, the key to understanding the power of a corporation to retain customers was thought to lie in the measurement of customer satisfaction. Clarke (2001) argued that long-term customer retention in competitive requires firms to go beyond mere basic satisfaction and to look for ways of establishing ties of loyalty that will help ward off competitive attack. While customer satisfaction may be one important driver of customer retention, switching costs are also likely to influence customer retention, both independently and in tandem. For example, the presence of switching costs can mean that some seemingly retained customers are actually dissatisfied but do not defect because of high switching costs. Thus the level of switching costs has a moderating effect on the relationship between customer satisfaction and customer retention. While the moderating role of switching costs on the relationship between customer satisfaction and customer retention has been supported in literature for existing non-Internet contexts (Lee et al., 2001; Ranaweera and Prabhu, 2003), little research has been published within the Internet context and particularly Internet banking. Based on a review of the literature, a theoretical model linking customer satisfaction and switching costs to customer retention was developed. The model has two main features. First, it examines the main direct effects of customer satisfaction and switching costs on customer retention. Second, the model examines the moderating role of switching costs on the relationship between customer satisfaction and customer retention. The empirical research was based on data collected by an Internet survey of adopters of Internet banking service in Hong Kong. Results from statistical analyses show that both customer satisfaction and switching costs have strong positive direct effects on customer retention. These analyses also confirm the moderating role of switching costs on the relationship between customer satisfaction and customer retention. However, when Internet banking adopters are categorized into two segments according to their usage of Internet banking service (basic and advanced users), results show that switching costs play a significant moderating role on the relationship between customer satisfaction and customer retention only for the basic Internet banking users. / Thesis (PhDBusinessandManagement)--University of South Australia, 2004
| Identifer | oai:union.ndltd.org:ADTP/267538 |
| Date | January 2005 |
| Creators | Wong, Chi Bo |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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