FRAME WORK
CODE: JI3-LOYALTY-0005A
Abstract On the basis of empirical research carried out in the retail banking market, this paper proposes a structural equations model enabling us to reach the conclusions that satisfaction together with personal switching costs are antecedents leading directly to customer loyalty, with the former exerting the greatest influence; and perceived quality is a consequence of satisfaction. At the same time, the paper shows that the degree of elaboration in the bank selection process does not have a moderating influence on the causal relationships between satisfaction/switching costs and customer loyalty.
Keywords: Customer loyalty, Customer satisfaction, Costs, Quality
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