|
|
Total Requests 0 Unsatisfied Requests 0
|
You searched Library Catalogue - Title: Politics in Australia
|
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
|
|
|