Abstract

The objective of this research is to examine the direct relationship of customer satisfaction, customer trust and
switching barriers on customer retention as well as the relationship between customer satisfaction and trust. This
descriptive research was conducted within the context of the hypermarkets in Kuala Lumpur, the capital city of
Malaysia. There were 150 set of questionnaires being distributed as the mean of data collection and analyzed by
Statistical Package for Social Sciences (SPSS) version 17. This research confirmed the significant positive
relationship of customer satisfaction, trust and switching barriers on overall customer retention in Malaysia
hypermarkets. It is also confirmed that customer satisfaction has a direct relationship with customer trust in
Malaysia hypermarkets.

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