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You searched Library Catalogue - Author: Chaganti, Prabhakar
Call Number (WOU) SP CEMBA 2011 34
Author Yong, Chuen Soon
Title A study of factors affecting customer retention : an investment bank perspective / Yong Chuen Soon
Abstract Most pervious researches have explored the effect of service attributes, trust and satisfaction on customer retention of different financial service providers but hardly on investment bank (IB) and stock broking industry. As such, this study is aimed to examine the prominent factors or service attributes that affects customer retention, particularly of an IB perspective. After reviewing number of literatures, it is observed that customer retention of most financial service providers are affected by six groups of prominent factors or independent variables (IVs). These IVs are: location convenience, one-stop shopping convenience, firm reputation, firm expertise, satisfaction and trust. The hypotheses and theoretical framework are developed based on this concept in order to study the relationship between these six IVs and customer retention of an IB. Survey is xi conducted among the customers of the IB in study and it is useful in answering the research question through data collection on a specific designed questionnaire. The results from quantitative analysis indicate that all the above six IVs are linearly and positively related with customer retention (the dependent variable, DV). Satisfaction and trust show relatively strongest relationship strength with DV, whereas firm expertise show relatively weakest relationship strength with DV. On another hand, firm reputation, location convenience and one-stop shopping convenience show relatively moderate relationship strength with DV. The results also indicate that satisfaction is able to extent the influence of location convenience and one-stop shopping convenience, whereas trust is able to extent the influence of firm expertise and firm reputation. After summarize the findings, this study is concluded with managerial implication of the research including limitation laid down and recommendations for future research. The entire study takes about six months to complete which begins in January 2011
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2011
Physical Description 100 p.; 30 cm.
Subject Wawasan Open University -- Dissertations
Subject Customer loyalty -- Malaysia

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