Abstract
This study sets out to investigate the roles of switching costs between trust and customer retention in premium banking services. Data was collected using a non-probability convenience sample method with 525 usable responses for the data analysis. While trust has been found to have a direct positive impact on retention, switching costs has no influence on the relationship between trust and retention. Implications of the study and the future recommendations are presented and discussed.
| Original language | English |
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| Title of host publication | Proceedings of the Australian and New Zealand Marketing Academy conference |
| Publication status | Published - 2012 |