關係慣性與轉換障礙對“滿意度－顧客留存”關係之影響－以金融服務業為例
摘要
Satisfaction has been regularly viewed as a prerequisite for loyalty and customer retention. However, satisfaction does not always result in customer retention, and it is equally obvious that dissatisfaction does not necessarily result in switching. The relationship between satisfaction and customer retention has been found to vary under different contingent conditions. In this study, we consider how the effect of satisfaction on customer retention varies with differing levels of switching costs, alternative attractiveness, and relationship inertia. Therefore, we examine the relationship between satisfaction and customer retention by incorporating the two-way and three-way moderating effects of switching barriers. With a sample of 470 customers of banks in Taiwan, we used a hierarchical regression to test our hypotheses. All of our hypotheses except for Hypotheses 6 were supported. Satisfaction, switching costs and relationship inertia would positively affect customer retention but alternative attractiveness would negatively affect customer retention. In addition, both of switching barriers and relationship inertia would moderate this satisfaction-customer retention relationship. Switching costs may trap customers to stay with the focal service provider as captive loyalty even if they feel unsatisfied, yet alternative attractiveness strengthens the importance of satisfaction to keep customers to stay. In addition, customers with high inertia will remain with focal service providers even though they are dissatisfied with their service performance. In other words, satisfaction has a reduced effect on customer retention as switching costs and inertia increase and alternative attractiveness decreases. There is also potential for three-way moderating effects among these variables. This possibility arises from the fact that customers have different combinations of switching costs, alternative attractiveness and relationship inertia. Thus, we deploy two three-way interacti