| Abstract: | In recent years, the competition for Bank Industry is fierce than before. As costs of engage new customers increase, how to hold present customers to increase customer loyalty has become an important research topic for Bank Industry. The purpose of this study is to discuss the relationships among customer satisfaction, relationship inertia, convenience, and customer loyalty in the Bank Industries. We also test the moderating effect of relationship inertia and convenience between customer satisfaction and loyalty.
This research , which take place since Jan. ~ Mar. 2009, take the customers from C Bank in Taichung, and 517 effective questionnaire surveys are obtained. About the research method, We use factor analysis to extract four factors, such as customer satisfaction, relationship inertia, convenience, and customer loyalty. In addition, regression analysis was used to determine the main effect and moderating effect of related variables.
Emperical result shows that the relationship between customer satisfaction, relationship inertia, convenience and the customer loyalty is positive. However, high levels of relationship inertia and convenience will weaken the effect of customer satisfaction on loyalty. As convenience increased, relationship inertia have a more negative moderating effect on customer satisfaction and loyalty relationship. Overall, this research find that this article can provide practical implications in marketing management of Bank Industry. |
