A Structural Relationship Between Domestic Tourist Satisfaction, Trust, Switching Barriers And Retention

Abstract

The objective of this study is to examine the direct effects of satisfaction, trust, and switching barriers on customer retention in Bangkok and Pattaya, Chonburi province. Four hundred and forty questionnaires were distributed as the means of data collection and analyzed using structural equation modeling (SEM).  The results of testing hypotheses are as follows:

1. The developed structural equation model of customer retention in Bangkok was congruent with empirical data as the criterion, as follows: (?² = 141.098, df = 69, ?²/df = 2.045, GFI = .956, AGFI = .933, RMSEA = .049, RMR = .073, CFI = .979). Factors influencing customer retention in Bangkok included the following: a) satisfaction showed the highest level of direct influence = .225 and b) switching barriers with direct influence = .193, followed by trust = .188 with statistical significance at the .001 level.
2. The developed structural equation model of customer retention in Pattaya was congruent with empirical data as the criterion, as follows: (?² = 95.438, df = 49, ?²/df = 1.948, GFI = .966, AGFI = .945, RMSEA = .046, RMR = .077, CFI = .982). Factors influencing customer retention in Pattaya included the following: a) switching barriers showed the highest level of direct influence = .251 and b) trust with direct influence = .240, followed by satisfaction = .159 with statistical significance at the .001 level.