摘要：Customer retention is an important component of banking strategy in today’s increasingly competitive environment. This paper examines the impact of several retention-relevant constructs that can influence consumers’ decisions to stay with or leave their banks. A sample (n = 514) of residents of Christchurch,New Zealand were mailed a survey designed to measure these constructs. The empirical findings suggest that customer satisfaction,corporate image,and switching barriers had significant impact on their loyalty decisions. There was also evidence that customers’ age groups and level of education contributed to explaining respondents' tendency to stay with their current banks. This study provides an enhanced understanding customer retention in New Zea?land’s banking industry. Implications for banking executives are presented,along with suggestions for strategies that could be adopted by bankers in order to maximize customer retention and profit?ability.
