| dc.description.abstract | The strong development of Automated Teller Machine (ATM) card
market has received considerable attention recently. To meet increasing
demand of e-banking market, customer satisfaction on current ATM services
should be studied for effective customer retention strategies. To assess
customer satisfaction level, the research follows Sureshchandar et al (2002)
model that customer satisfaction should be measured along with the same
factors of service quality. The results have indicated that there are significant
correlations between service quality and customer satisfaction with respect to
non-human element and social responsibility. Customer satisfaction is the
significant factor to influence customer retention. In addition, if switching cost
is a retention strategy found in Jones et al (2002) model, there is no evidence
to shows switching cost is a significant factor of customer retention process in
this research.
Keywords: customer satisfaction, service quality, customer retention, switching barrier, switching cost, ATM services. | en_US |
