{"title":"信任和商业友谊对客户保留的影响:银行业的实证研究","authors":"Jianhua Liu, Xihong Xu, Mo Zhang, Jiangang Du","doi":"10.1109/IJCSS.2012.43","DOIUrl":null,"url":null,"abstract":"Based on relationship marketing paradigm the trust mechanism of the impact of customer retention, trust are creatively divided into two dimensions of personal and enterprises, moreover it adds commercial friendship variable, then develops a structural equation model involving commercial friendship, trust of personal and enterprises and customer retention. The relationship among trust, commercial friendship and customer retention has been verified by empirical study from banking. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.","PeriodicalId":147619,"journal":{"name":"2012 International Joint Conference on Service Sciences","volume":"54 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2012-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"The Influence of Trust and Commercial Friendship on Customer Retention: An Empirical Study of Banking\",\"authors\":\"Jianhua Liu, Xihong Xu, Mo Zhang, Jiangang Du\",\"doi\":\"10.1109/IJCSS.2012.43\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Based on relationship marketing paradigm the trust mechanism of the impact of customer retention, trust are creatively divided into two dimensions of personal and enterprises, moreover it adds commercial friendship variable, then develops a structural equation model involving commercial friendship, trust of personal and enterprises and customer retention. The relationship among trust, commercial friendship and customer retention has been verified by empirical study from banking. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.\",\"PeriodicalId\":147619,\"journal\":{\"name\":\"2012 International Joint Conference on Service Sciences\",\"volume\":\"54 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2012-05-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2012 International Joint Conference on Service Sciences\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/IJCSS.2012.43\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2012 International Joint Conference on Service Sciences","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/IJCSS.2012.43","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Influence of Trust and Commercial Friendship on Customer Retention: An Empirical Study of Banking
Based on relationship marketing paradigm the trust mechanism of the impact of customer retention, trust are creatively divided into two dimensions of personal and enterprises, moreover it adds commercial friendship variable, then develops a structural equation model involving commercial friendship, trust of personal and enterprises and customer retention. The relationship among trust, commercial friendship and customer retention has been verified by empirical study from banking. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.
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