Purpose: The main aim of this research study is to drive the effect of factors like switching cost, alternative attractiveness, product experience, satisfaction, and trust and relationship commitment towards the financial advisor. Here researcher measure direct and indirect affects of factors influences. In this research the trust and satisfaction are consider as a mediating variables.
Design/methodology/approach: The data was gathered from 302 users of financial advisor client through structure questionnaire with five-point scale. Descriptive Analysis Research Methodology was performed to test the research hypotheses whereas multiple regression and path analysis performed with Advance.
Paper type: Research Paper
Research Findings: This research developed an efficient model to evaluate intra-relationshipsamongstthefactorsaffectingcustomerswitchingonadoptingoffinancial advisor. The results of research confirmed significant direct effects of factors like switching cost, alternative attractiveness, product experience towards financial advisor.
Theoretical and Practical Implication: This is unique effort of researcher for developing structural model for financial advisor. This study will help in understanding the concept of interrelation between different factors directly and indirectly correlated to financial advisor. These results provide insights for financial advisor and CFP (certified financial planner) providers to develop strategies that will enhance trust, perceived value, and customer experience and customer satisfaction.
Research limitations: The main limitation of this paper is that sample population has been restricted to the users of financial advisor in major cities of Gujarat region only.
Key words: switching cost, satisfaction, trust, alternative attractiveness, product experience and relationship commitment
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