2012•International Journal of Business and ManagementOpen access

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

Seiedeh Nasrin Danesh, Saeid Ahmadi Nasab, Kwek Choon Ling

Abstract

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

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Key concepts: Hypermarket, Customer satisfaction, Business, Customer retention, Customer advocacy, Customer to customer, Marketing, Customer delight