Identifying the Determinants of Customer Retention in a Developing Country Context

Norizan Mohd Kassim, Salaheldin Ismail and Nor Asiah Abdullah
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Norizan Mohd Kassim: University of Qatar, Qatar
Salaheldin Ismail: University of Qatar, Qatar
Nor Asiah Abdullah: Multimedia University, Malaysia

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2010, vol. 1, issue 1, 69-81

Abstract: This article investigates how image, perceived service quality and satisfaction determine customer retention in the retail banking industry in Malaysia. Data was obtained using a self-administered survey involving a convenience sample of 134 retail banking customers in Malaysia. The results show that image is both directly and indirectly related to retention through satisfaction while perceived service quality is indirectly related to retention through satisfaction. The article concludes that satisfaction is not the sole determinant of retention in retail banking. Some managerial implications of this research find that the interrelationships between the determinants (image, quality and satisfaction) allow bank managers to better understand the dynamics of customer retention formation.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:1:y:2010:i:1:p:69-81

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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