Title :
The Influence of Trust and Commercial Friendship on Customer Retention: An Empirical Study of Banking
Author :
Liu, JianHua ; Xu, Xihong ; Zhang, Mo ; Du, Jiangang
Author_Institution :
Sch. of Bus., Nankai Univ., Tianjin, China
Abstract :
Based on relationship marketing paradigm the trust mechanism of the impact of customer retention, trust are creatively divided into two dimensions of personal and enterprises, moreover it adds commercial friendship variable, then develops a structural equation model involving commercial friendship, trust of personal and enterprises and customer retention. The relationship among trust, commercial friendship and customer retention has been verified by empirical study from banking. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.
Keywords :
customer relationship management; banking; commercial friendship variable; customer retention; enterprises; marketing practices; marketing research; relationship marketing paradigm; structural equation model; trust mechanism; Analytical models; Banking; Correlation; Customer satisfaction; Mathematical model; Organizations; Reliability; commercial friendship; customer retention; enterprise trust; personal trust;
Conference_Titel :
Service Sciences (IJCSS), 2012 International Joint Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4673-1992-8
DOI :
10.1109/IJCSS.2012.43
