Title :
Customer Retention Based on Trust and Commercial Friendship - Taking Financial Sector for Example
Author :
Liu, JianHua ; Zhou, Cuicui ; Zheng, Qi
Author_Institution :
Bus. Sch., NanKai Univ., TianJin, China
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 :
banking; customer services; market research; banking; customer retention; financial sector; marketing research; relationship marketing; structural equation model; trust mechanism; Correlation; Customer satisfaction; Organizations; Personnel; Reliability; Switches;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5998777