Exploring customer retention dynamics: A comparative investigation of factors affecting customer retention in the banking sector using mediation-moderation approach.

ABSTRACT: The purpose of this research is to explore the impact of service quality, customer trust, and cultural disparities on customer satisfaction within the banking sector. Additionally, the study examined the mediating effect of customer satisfaction and the moderating effect of financial technology. Data for this investigation were gathered from customers utilizing services offered by public banks in Pakistan and China. The analysis was conducted using the Smart-PLS software, with 281 samples from Pakistan and 312 samples from China being included in the study. Results show that service quality, customer trust, and cultural differences positively affect customer satisfaction in the context of Pakistan and China. Results also reveal that service quality and customer trust have a positive effect

SUBMITTER: Zhengmeng C 

PROVIDER: S-EPMC11483330 | biostudies-literature | 2024 Oct

REPOSITORIES: biostudies-literature