switching cost

The Influence of Customer Satisfaction and
Switching Costs on Customer Retention:
A Survey of Retail Internet Banking Users in Hong Kong

WONGChjBo
BSc(Hons), MBA, MA, MSc
Student ID No. 9911675L

International Graduate School of Management
Division of Business and Enterprise
University of South Australia

A Thesis submitted in total fulfillment of the requirements for the degree of Doctor of Philosophy in Business and Management

24 January 2005

TABLE OF CONTENTS
Page No.

TITLE PAGE
TABLE OF CONTENTS

LIST OF FIGURES
LIST OF TABLES

i

v

vii

SUMMARY

ix

DECLARATION

x

ACKNOWLEDGMENT

xi

CHAPTER 1
INTRODUCTION
1.1

1.2
1.3

1.4

Introduction
Research Objectives
Significance of this Research
Structure of the Thesis

1

5

7
8

CHAPTER 2
LITERATURE REVIEW
2.1

2.2

2.3

2.4
2.5

Introduction
Customer Retention
2.2.1 Conceptualization of Customer Retention
2.2.2 Importance of Customer Retention
2.2.3 The Impact of Customer Retention on Profitability
2.2.4 The Relationship between Customer Retention and Profitability in
Different Industries
2.2.5 Factors Affecting Customer Retention
Customer Satisfaction
2.3.1 Levels of Customer Satisfaction
2.3.2 Conceptualizations of Customer Satisfaction with Product or
Service
2.3.3 Conceptualization of Overall Customer Satisfaction with Product or Service
2.3.4 Types of CustomerSatisfaction Construct
2.3.5 Consequences of Consumer Service Satisfaction
Relationship between Consumer Satisfaction and Customer Retention
Switching Costs
2.5.1 Conceptualization of Switching Costs
2.5.2 Relationship between Switching Costs and Customer Retention...
2.5.3 The Moderating Role of Switching Costs on the Relationship between Customer Satisfaction and Customer Retention

11

12
13

14
15

18

19

20
21

22
23
24
26
28
35
35
38

40

Impacts of Moderating Role of Switching Costs on Customer
Satisfaction and