Direct and moderating effects of switching barrier on switching intention in service context Maymand Mohammad Mahmoudia, Karimii Ojana, Hosseini Mirza Hasanb, Ahmadinejad Mostafac,d aAssistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran bAssociate Professor, Department of Business Management, Payame Noor University, Tehran, Iran cPhD Candidate, Business Management, Payame Noor University, Iran dVisitor Researcher, University of Alberta, Canada Online published on 24 October, 2013. Abstract The main objective of customer satisfaction programs is to increase customer retention rates. In explaining the link between customer satisfaction and switching behavior/intention, switching barrier play an important role and provide useful insight. This study was designed to examine the role of switching barrier in the interrelationships between perceived value, customer satisfaction, and customer switching. The moderating role of switching barriers as well as its direct impact is explored among customers of bank service providers in Iran. Participants in the study included 560 respondents who responded to face to face questions asked by an interviewer. Using structural equation analysis, the proposed relationships were tested in a public bank-service setting. The results showed that switching barrier, perceived value and customer satisfaction directly significantly affected on switching. Moreover, findings show switching barriers cannot moderate the negative relationship between customer satisfaction and switching intention. Top Keywords Switching, Customer, Satisfaction, Perceived Value, Barrier. Top |