Identifying the Determinants of Customer Retention in a Developing Country Context

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Author(s): Norizan Mohd Kassim (University Technology Malaysia, Malaysia)
Copyright: 2012
Pages: 15
Source title: Customer-Oriented Global Supply Chains: Concepts for Effective Management
Source Author(s)/Editor(s): Ephrem Eyob (Virginia State University, USA)and Edem G. Tetteh (Virginia State University, USA)
DOI: 10.4018/978-1-4666-0246-5.ch010

Keywords: Business & Management / Business Science Reference / Global Business / Supply Chain Management

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Abstract

This chapter investigates how image, perceived service quality, and satisfaction determine customer retention in the retail banking industry in Malaysia. Data was obtained using a self-administered survey involving a convenience sample of 134 retail banking customers in Malaysia. The results show that image is both directly and indirectly related to retention through satisfaction, while perceived service quality is indirectly related to retention through satisfaction. The chapter concludes that satisfaction is not the sole determinant of retention in retail banking. Some managerial implications of this research find that the interrelationships between the determinants (image, quality, and satisfaction) allow bank managers to better understand the dynamics of customer retention formation.

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Identifying the Determinants of Customer Retention in a Developing Country Context

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