滿意度及轉換障礙對顧客留存與交叉購買的影響：直接效果及干擾效果之比較

The Effects of Satisfaction and Switching Barriers on Customer Retention and Cross-Buying: The Comparisons of Direct Effects and Moderating Effects

先前探討顧客忠誠的研究通常著重在滿意度對顧客留存的直接效果與轉換障礙的干擾效果，而忽略了交叉購買的議題。有鑑於此，本研究擴大先前研究並發展包含顧客留存及交叉購買的完整模型。在本研究中，不僅比較滿意度、轉換成本及其他廠商吸引力對顧客留存及交叉購買的直接效果，且探討轉換成本及其他廠商吸引力對滿意度與顧客留存及交叉購買之間的干擾效果。驗證模型樣本來自於406位銀行顧客，研究發現顯示增加交叉購買所採取的滿意度及轉換障礙策略應不同於顧客留存。

Prior empirical studies investigating customer retention typically focus on the direct effect of satisfaction and moderating effects of switching barriers. Little research exists on cross-buying. As such, this research expands previous research and develops a more comprehensive model including both consumer retention and cross-buying. This study not only compares the direct effects of satisfaction, switching costs, and alternative attractiveness on customer retention and cross-buying, but also investigates the moderating effects of switching costs and alternative attractiveness on the relationships between satisfaction and customer retention and cross-buying. The theoretical model is tested on data collected from 406 bank customers. The findings indicate that increasing cross-buying might require different switching barrier strategies than retaining customers.