Master of Commerce (Hons.)
Department of Marketing
Sharma, Neeru, The determinants of relationship commitment in personal financial planning services, Master of Commerce (Hons.) thesis, Department of Marketing, University of Wollongong, 1998. http://ro.uow.edu.au/theses/2303
The current study has been undertaken to investigate the effects of trust, overall service satisfaction, communication effectiveness and perceived performance on client commitment in the personal financial planning services area. Data was collected from 201 individual clients of the financial planning services firms based in Wollongong, New South Wales. Regression analysis and path analysis were performed to measure the impact of various antecedents on relationship commitment. Moderated regression analysis and sub group analysis were performed to examine the moderating impacts of switching cost, investment in the relationship and alternative attractiveness on the relationship between relationship commitment and its various antecedents. The effect of perceived performance, overall service satisfaction and communication effectiveness on trust were also examined. Further, the impact of performance was also measured on overall service satisfaction.