Trust and Retention in Premium Banking Services: Does Switching Costs Matter?
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Authors
Laksamana, Patria
Wong, David
Kingshott, Russel
Muchtar, Fatimah
Date
2012Type
Conference Paper
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Laksamana, P. and Wong, D. and Kingshott, R. and Muchtar, F. 2012. Trust and Retention in Premium Banking Services: Does Switching Costs Matter?, in Bogomolova, S. and Lee, R. and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
Source Title
Proceedings of the Australian and New Zealand Marketing Academy conference
Source Conference
Australian and New Zealand Marketing Academy Conference
ISSN
School
School of Marketing
Collection
Abstract
This study sets out to investigate the roles of switching costs between trust and customer retention in premium banking services. Data was collected using a non-probability convenience sample method with 525 usable responses for the data analysis. While trust has been found to have a direct positive impact on retention, switching costs has no influence on the relationship between trust and retention. Implications of the study and the future recommendations are presented and discussed.
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