Investigating The Mediating Effect Of Perceived Trust & Satisfaction On Relationship Commitment While Switching Of Financial Adviser

Abstract

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.
Research Findings: This research developed an efficient model to evaluate intrarelationshipsamongstthefactorsaffectingcustomerswitchingonadoptingoffinancial 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.