Customer retention based on trust and commercial friendship ——taking financial sector for example

摘要：

Based on relationship marketing paradigm the trust mechanism of the impact of customer retention, trust are creatively divided into two dimensions of personal and enterprises, moreover it adds commercial friendship variable, then develops a structural equation model involving commercial friendship, trust of personal and enterprises and customer retention. The relationship among trust, commercial friendship and customer retention has been verified by empirical study from banking. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.

作者: Jianhua Liu Cuicui Zhou Qi Zheng

作者单位: NanKai University Business School TianJin China

会议类型: 国际会议

会议名称: International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)

会议地点: 武汉

会议语种:英文

页码: 1-5

在线出版日期: 2011-08-12（万方平台首次上网日期，不代表论文的发表时间）