英文摘要 |
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. |