Research On How The Service Attributes Influences Customer Retention In Bank

With the rapid development of economy and the market's competition becomes increasingly fierce, the enterprise has been difficult to remain the lasting competition advantage in the intense market;In the market, the enterprise want to have been stable development gradually, the enterprise has began to pay attention to consumer's demand and take some corresponding measures. Many enterprises have take into account customersˊideas and characteristics; Meanwhile, The scholar has began to pay more attention on customers. Nowadays, the enterprise has been more and more attention on customer retation.In this study, the object is the bank of the financial services. At first, we try to summarize and analyze the literature related to locational convenience, one-stop shopping convenience, firm reputation, firm expertise, satisfaction , trust and customer retation from different countries at the beginning of our study. Then based on a large number of literatures analyzing, we introduced eight hypothesises: locational convenience will have a direct effect on customer retention, one-stop shopping convenience will have a direct effect on customer retention, firm reputation will have a direct effect on customer retention, firm expertise will have a direct effect on customer retention, the positive effect of locational convenience on customer retention will be mediated by satisfaction, the positive effect of one-stop shopping convenience on customer retention will be mediated by satisfaction, the positive effect of firm reputation on customer retention will be mediated by trust, the positive effect of firm expertise on customer retention will be mediated by trust. In order to test those hypotheses, we get 360 samples through convenience sampling. The test of reliability and validity for all scales that we used, show that all scales have certain reliability and validity, and the variable could be measured effectively. So this research used statistical software to analyze the survey data, and we came to the following conclusions:First, locational convenience will have a direct effect on customer retention, one-stop shopping convenience will have a direct effect on customer retention, firm reputation will have a direct effect on customer retention, firm expertise will have a direct effect on customer retention; Our results are proposed on the basis of previous studies, such as Garbarino and Johnson(2005), Gustafsson(2005), Johnston and Madura(2000). Go through tested, these results established.Second, the positive effect of locational convenience on customer retention will be mediated by satisfaction, the positive effect of one-stop shopping convenience on customer retention will be mediated by satisfaction, the positive effect of firm reputation on customer retention will be mediated by trust, the positive effect of firm expertise on customer retention will be mediated by trust;Our results are proposed on the basis of previous studies, such as Ranaweera and Prabhu(2002), Garbarino and Johnson(2005), Gustafsson(2005), Johnston and Madura(2000). Go through tested, these results established.In the end, this article proposed several limitations:A major limitation of this study is the crosssectional data. Future research should collect data from longitudinal observations.In addition, the sale of life insurance from bank branches has had a positive result in Europe. It is possible that European customers perceive insurance and banking products as more complementary. The inconsistent perceptions of customers in different countries may have influenced the results of this study. In addition, future research needs to be conducted regarding traditional insurance companies that have established banks to implement a cross-selling strategy by exploiting their customer database.