摘要：Previous banking studies on customer retention focused narrowly on customer loyalty and customer satisfaction without attempting to link them in a model to further explore or explain customer retention. If retention criteria are not well managed,customers may still leave their banks, regardless of how hard bankers try to retain them. This study empirically examines the potential constructs in customer retention by investigating the chain of effects of retention from customer satisfaction,customer value,corporate image,switching barriers to competitive advantage. In gen?eral,all of the hypotheses tested were supported except for higher levels of customer satisfaction do not necessary lead to customer loyalty. Customers can be highly satisfied but still leave their current banks. It is assumed that when the customer is completely satisfied,then loyalty towards the bank is strengthened.
