Customer-Oriented Global Supply Chains by Eyob Ephrem

Author:Eyob, Ephrem...
Language: eng
Format: epub
Published: 2014-04-24T10:46:32.278000+00:00

Chapter 10

Identifying the Determinants of Customer Retention in a Developing Country Context

Norizan Mohd Kassim

University Technology Malaysia, Malaysia

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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