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 cur-rent banks. In order to achieve the purpose of the study, thirteen hypoth-eses were developed and tested using field data collected by the ques-tionnaire, 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 significant-ly 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 recom-mendations to reduce the rate of customer’s churn and increase new cus-tomers acquisition.

العنوان

An-Najah University Journal for Research - B (Humanities)

الناشر

An-Najah National University

بلد الناشر

فلسطين

نوع المنشور

Both (Printed and Online)

المجلد

32

السنة

2018

الصفحات

2005 - 2042