The Study of Customer Satisfaction, Customer Trust and Switching Barriers on Customer Retention in Malaysia Hypermarkets

摘要

The objective of this research is to examine the direct relationship of customer satisfaction, customer trust and switching barriers on customer retention as well as the relationship between customer satisfaction and trust. This descriptive research was conducted within the context of the hypermarkets in Kuala Lumpur, the capital city of Malaysia. There were 150 set of questionnaires being distributed as the mean of data collection and analyzed by Statistical Package for Social Sciences (SPSS) version 17. This research confirmed the significant positive relationship of customer satisfaction, trust and switching barriers on overall customer retention in Malaysia hypermarkets. It is also confirmed that customer satisfaction has a direct relationship with customer trust in Malaysia hypermarkets.