Commercial Retail Banking, The Customer Conversion Will Impact Study Of The Factors

With the global development of retail banking as well as the full liberalization of the domestic financial industry, commercial bank, especially the retail banking business, is facing intense competition and enormous opportunities. However, the TNS survey indicated that most domestic customers are willing to switching to another bank. Thus how to reduce the customers' switching intention so as to gain the competitive advantage becomes essentially important. Under this background, this paper builds up a theoretical model for the influencing factors on the customers' switching intention. It focuses on: 1) The dimensions of switching barriers in China's retail banking; 2) Do the switching barriers influence customer satisfaction; 3) How satisfaction, switching barriers affect customers' switching intention?This study collects 304 samples from retail banking customers in Hangzhou. SPSS 15.0 and AMOS 7.0 are used test the hypothesis in this study.The results are as follows: 1) There are four dimensions of switching barriers in China: Relationship investment, Service recovery, Apathy and Negative. The fist two can be classified as positive switching barrier and the last two can be labeled as negative switching barrier; 2) Positive switching barrier is positively related to satisfaction, and is negatively related to switching intention; 3) Negative switching barrier does not show direct relationship to satisfaction, but is positively related to switching intention; 4) Satisfaction is negatively related to switching intention, and shows the mediated effect between positive switching barrier and switching intention; 5) among customers with lower satisfaction, negative switching barrier does show a stronger effect on switching intention; 6) Retail banking customers in different banks are significant difference in satisfaction and switching intention.Based on the above results, we can give some implications for customer relationship management in retail banking: 1) Using both satisfaction and switching barrier strategy to lower switching intention; 2) Try hard to get higher customer satisfaction by upgrade service quality; 3) Set up win-win positive switching barrier, in order that customers get lower switching intention and higher satisfaction; 4) Do decrease negative switching barrier, but take the advantage of the time that customers are blocked by negative switching barrier to have them retained.