چکیده:
The costs of retaining an existing customer are one fifth of the costs of acquiring a
new customer for a firm. This statement is considered as a predominant notion in
marketing. According to this notion, existing customers switching of a firm leads to
create lots of costs for that firm. Therefore, the present study has been conducted
with the aim of finding the causes of the switching intentions and influential factors
on the customers switching intentions in Iran Banking Industry.
This study is a descriptive-survey research carried out on Iran Banking Industry. 397
customers from five selected banks in Tehran were chosen for this research. In order
to examine and analyze the data, Structural Equation Modeling (SEM),
Confirmatory Factor Analysis (CFA) and one-way Analysis of Variance (ANOVA)
have been used.
“Satisfaction”, “trust”, “loyalty” and “switching barriers” are considered as the
main factors weakening “switching intention”. The findings confirmed that the
variables of satisfaction, trust and loyalty have significant negative impacts on the
switching intention, but the impact of the switching barriers on the switching
intention in Iran banking was not significant. The present research has been
conducted only on banking services industry and only in Tehran which reduces the
generalizing effect of the study. Moreover, quantitative analysis methods were used
in order to evaluate the subjective factors such as customer switching behavior.
خلاصه ماشینی:
"According to these studies, in this research the factors of customer satisfaction, loyalty, trust and switching barriers are considered as the main predictors and effective factors on customers switching intention in the banking services industry.
Regarding these factors, the present study aims to evaluate the impact of the variables of customer satisfaction, customer loyalty, customer trust and the barriers facing the customer in switching, on the customer's intention to switch or stay.
The switching barriers are defined as the lack of another psychological choice for the existing goods/service and presence the financial costs that the customers will have to bear when switching to a new supplier/service provider (Kim, Park and Jeong, 2004).
2000; Rosenbaum, Massiah and Jackson, 2006; Tsai, Huang, Jaw and Chen, 2006).
Andreasen (1985) showed the intervening effect of switching costs on the relation between customer satisfaction and loyalty in the medical services industry.
If the switching barriers are plenty, the customers would probably stay with the supplier/service provider in order to avoid these barriers and costs even if their satisfaction and loyalty is too low (Jones et al.
Therefore, the present research is focused on analyzing the causes of customer switching behavior in the banking industry and the on studying the effective factors on the switching intention of these customers.
"Satisfaction", "brand loyalty", "brand trust" and "switching barriers" (barriers include "switching costs" and "lack of suitable replacement") were considered as the main factors of preventing the switching intentions of the banks' customers."