국내 소매은행의 고객 만족이 전환의도와 전환비용에 미치는 영향 연구 = The Study of Customer Satisfaction influence to Switching Cost and Intention: the focused on Korean retail banking

다국어 초록 (Multilingual Abstract)

Recently, financial institutions have paid special attention to discouraging customer chum in an attempt to reduce switching intention for their customers. From the banking perspective, this study investigates how the degree of customer satisfaction and switching costs affect customer switching intention. An examination of the decision making process of switching financial institutions can be considered as an important step to understand customers` switching behaviors. The present study tests the set of hypotheses to find the empirical relationships among customer switching intention and other independent variables drawn from the theory and literature. Specifically, we analyze the impacts the perceived value for new services, switching costs, and customer satisfaction may have on switching intention in the process of designing products and services. The results show that the perceived value, customer satisfaction, and switching costs affect switching intention of financial consumers, supporting our main hypotheses (Hypotheses 1, 2, and 3). When it comes to a moderation effect (Hypotheses 4), the perceived value interacts with customer satisfaction to reinforce the relationship between customer satisfaction and switching intention. This study helps to understand switching behaviors of financial customers, providing some important implications applicable to the marketing practices of financial institutions.

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