| Summary: | 碩士 === 國立高雄應用科技大學 === 高階經營管理研究所碩士在職專班 === 101 === Competition in the finance industry is very fierce, if there is an emergence of new financial products or services, others can match readily. Thus, in order to sustain competitive advantage, banks have to grasp the needs and expectations of customers; maintain good relationships with customers, and tailor products and services specifically to customers’ needs.
Prior scholars on business-to-business transactions have studied customer loyalty, service quality, satisfaction and other similar topics extensively from the buyers’ point of view; however, studies from the customers’ perspective are lacking. Accordingly, this study investigates the effects of perceived value on switching costs and the mediating role of relationship quality of corporate banking services from the customers’ point of view.
Based on a sample of 254 corporate banking customers, we find that high perceived value and relationship quality increase switching costs. Moreover, we find that relationship quality in terms of customer satisfaction and trust will mediate the positive relationship between perceived value and switching costs. These findings show that to maintain the relationships with customers and sustain competitive advantage, bankers should strive to strengthen their customers’ perceived value and relationship quality traits.
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