أسباب نوايا العملاء لترك المصرف الذي يتعاملون معه : اختبار الدور الوسيط لرضا العملاء

Abstract EN

This study aimed to test the mediating role of customers’ satisfaction of commercial banks in the relationship between the research independent variables (High switching costs, lack of trust, attractiveness of available alternatives, inconvenience) and customers’ intentions to churn the current banks.

In order to achieve the purpose of the study, thirteen hypotheses were developed and tested using field data collected by the questionnaire, which was distributed to a convenience sample of 288 bank customers in the provinces of the northern West Bank.

The study found that high switching costs, lack of trust, and inconvenience are significantly affecting customers’ intentions to churn the current banks.

Moreover, the study found a statistically significant mediating role of customers’ satisfaction in that relationship.

The study provided a number of recommendations to reduce the rate of customer’s churn and increase new customers acquisition.