Use of switching barriers to retain customers: Online retail stock traders in Hong Kong

Abstract

Why some customers decide to stay with
existing service provider after having thought of switching
has apparently not been examined adequately in extant
research. The purpose of this research is to identify
factors relevant to building constructs to represent
switching barriers in online retail stock trading industry
in Hong Kong. Review of extant literature, development of
a questionnaire and focus group interviews are the three
principal methods used for this research. Four factors that
are relevant for measuring switching barriers are
identified: two positive barriers involve service recovery
and trust and two negative barriers relate to higher
switching costs and lack of attractive alternatives.