The Moderating Effect of Switching Barriers: Online Stock and Derivatives Trading

Chi Bo WONG, Kelly Wong Ka Li

Abstract


This study attempts to develop a research
model that examines the direct effects of customer
satisfaction and switching barriers on customer retention as
well as the moderating effect of switching barriers on the
relationship between customer satisfaction and customer
retention in retail online stock and derivatives trading
industry in Hong Kong. An online questionnaire was
employed as the means of data collection. The significant
positive effects of customer satisfaction and switching
barriers on customer retention are confirmed. In addition,
the significant negative moderating effect of switching
barriers on the relationship between customer satisfaction
and customer retention are also confirmed.


Keywords


customer retention; customer satisfaction; switching barriers; moderating effect; retail online stock and derivatives trading

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