联系、响应和沟通对客户保留的影响:客户满意度的中介作用

Q2 Business, Management and Accounting
Gebeyehu Jalu Negassa, G. Japee
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引用次数: 2

摘要

摘要过去,人们曾对全球银行业务中客户留在银行的原因进行过研究。关系营销以客户留存为前提;因此,这些发现鼓励学术营销文献的作者包括这些方面。本研究着眼于联系、响应和沟通如何直接影响客户忠诚度和客户满意度,以及联系、响应性和沟通如何通过客户满意度间接影响客户忠诚度。通过使用方便抽样方法,共选择了384名客户。利用结构化问卷,以横断面调查的形式对银行客户进行了调查。结果表明,联系和沟通对留住客户有直接而显著的影响,但反应能力没有。此外,联系、沟通和响应能力对客户满意度有着直接而显著的影响。同样,客户满意度对客户忠诚度也有直接影响。另一方面,联系和响应被认为通过客户满意度对客户忠诚度有间接但显著的影响,而沟通则没有。该研究表明,管理者通过及时回应客户需求和有效沟通来留住消费者。这将有助于他们满足并留住客户。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Effect of Bonding, Responsiveness and Communication on Customer Retention: The Mediating Role of Customer Satisfaction
Abstract In the past, research has been conducted on what causes clients to remain with a bank in the global banking business. Relationship marketing is predicated on customer retention; hence, these findings encourage authors of scholarly marketing literature to include these aspects. This study looks at how bonding, responsiveness, and communication directly affect customer retention and customer satisfaction, as well as how bonding, responsiveness, and communication indirectly affect customer retention via customer satisfaction. Through the use of the convenience sampling method, a total of 384 customers were chosen. An investigation of banking customers was carried out in the form of a cross-sectional survey, making use of a structured questionnaire. The results showed that bonding and communication had a direct and significant effect on keeping customers, but responsiveness did not. Also, bonding, communication, and responsiveness have a direct and significant effect on customer satisfaction. In a similar vein, customer satisfaction has a direct effect on customer retention. On the other hand, bonding and responsiveness were seen to have an indirect but significant effect on customer retention via customer satisfaction, whereas communication did not. The study suggests that managers retain consumers by promptly reacting to customer needs and communicating effectively. This will assist them in satisfying and retaining customers.
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来源期刊
Journal of Relationship Marketing
Journal of Relationship Marketing Business, Management and Accounting-Marketing
CiteScore
10.20
自引率
0.00%
发文量
7
期刊介绍: The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.
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