The Influence of Trust and Commercial Friendship on Customer Retention: An Empirical Study of Banking

Author

Liu, JianHua ; Xu, Xihong ; Zhang, Mo ; Du, Jiangang

Author_Institution

Sch. of Bus., Nankai Univ., Tianjin, China

fYear

2012

fDate

24-26 May 2012

Firstpage

175

Lastpage

180

Abstract

Based on relationship marketing paradigm the trust mechanism of the impact of customer retention, trust are creatively divided into two dimensions of personal and enterprises, moreover it adds commercial friendship variable, then develops a structural equation model involving commercial friendship, trust of personal and enterprises and customer retention. The relationship among trust, commercial friendship and customer retention has been verified by empirical study from banking. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.

Keywords

customer relationship management; banking; commercial friendship variable; customer retention; enterprises; marketing practices; marketing research; relationship marketing paradigm; structural equation model; trust mechanism; Analytical models; Banking; Correlation; Customer satisfaction; Mathematical model; Organizations; Reliability; commercial friendship; customer retention; enterprise trust; personal trust;

fLanguage

English

Publisher

ieee

Conference_Titel

Service Sciences (IJCSS), 2012 International Joint Conference on

Conference_Location

Shanghai

Print_ISBN

978-1-4673-1992-8

Type

conf

DOI

10.1109/IJCSS.2012.43

Filename

6227818