IDEAS home Printed from https://ideas.repec.org/a/cwk/ajocsk/2024-46.html

Antecedents for Consumer’s Switching Behavioural Intention Retail Banks in Zimbabwe: Integrating the Theory of Planned Behaviour

Author

Listed:
  • Primrose Nyakuwanikwa

    (Women university in Africa)

  • Bornface Mwalimu Chisaka

    (Women university if Africa)

  • Benjamin Madzivire

    (Author)

  • Eunice Goshomi

    (Women University in Africa)

Abstract

The purpose of this research is to examine the antecedents of the behavioural intention of consumers to switch a retail bank for another in Zimbabwe. The study used positivism research philosophy where quantitative data was collected from a purposively chosen sample of 150 participants. Data was analyzed using logistic regression equation with two dependent variables. Our study confirms the probability of switching retail banks in Zimbabwe was driven by factors such as; brand image, changing demographics, brand loyalty, brand image, ease of use, and the perceived usefulness. The recommends that retail banks should invest more in building brand image to retain loyal customers. A combination of technological innovations and transaction cost reductions could help to increase brand loyalty, brand image, and the attraction of new customers while retaining the old ones. The study contributes to the literature on bank switching behaviour by pioneering the use of binary choice models.

Suggested Citation

  • Primrose Nyakuwanikwa & Bornface Mwalimu Chisaka & Benjamin Madzivire & Eunice Goshomi, 2024. "Antecedents for Consumer’s Switching Behavioural Intention Retail Banks in Zimbabwe: Integrating the Theory of Planned Behaviour," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 5(3).
    • Handle: RePEc:cwk:ajocsk:2024-46
    DOI: 10.59413/ajocs/v5.i.3.5
    as

    Download full text from publisher

    File URL: https://ijcsacademia.com/index.php/journal/article/view/115
    Download Restriction: no
    File URL: https://libkey.io/10.59413/ajocs/v5.i.3.5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Appiah, Dominic & Howell, Kerry E. & Ozuem, Wilson & Lancaster, Geoff, 2019. "Building resistance to brand switching during disruptions in a competitive market," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 249-257.
    2. Mattia Casula & Nandhini Rangarajan & Patricia Shields, 2021. "The potential of working hypotheses for deductive exploratory research," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(5), pages 1703-1725, October.
    3. Barry L. Bayus, 1992. "Brand Loyalty and Marketing Strategy: An Application to Home Appliances," Marketing Science, INFORMS, vol. 11(1), pages 21-38.
    4. Pae, Jae H. & Hyun, Jung Suk, 2006. "Technology advancement strategy on patronage decisions: the role of switching costs in high-technology markets," Omega, Elsevier, vol. 34(1), pages 19-27, January.
    5. Ghazi Zouari & Marwa Abdelhedi, 2021. "Customer satisfaction in the digital era: evidence from Islamic banking," Journal of Innovation and Entrepreneurship, Springer, vol. 10(1), pages 1-18, December.
    6. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    7. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    8. Raju, P. S., 1984. "Exploratory brand switching: An empirical examination of its determinants," Journal of Economic Psychology, Elsevier, vol. 5(3), pages 201-221, September.
    9. Klemperer, Paul D, 1987. "Entry Deterrence in Markets with Consumer Switching Costs," Economic Journal, Royal Economic Society, vol. 97(388a), pages 99-117, Supplemen.
    10. de Ruyter, Ko & van Birgelen, Marcel & Wetzels, Martin, 1998. "Consumer ethnocentrism in international services marketing," International Business Review, Elsevier, vol. 7(2), pages 185-202, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cletos Garatsa & Leo Mataruka & Christopher Zishiri, 2025. "Service Provider Migration and Bank Switching Behaviour: Factors Influencing Customer Retention in Harare's Banking Sector," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 6(1).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Primrose Nyakuwanikwa & Bornface Mwalimu Chisaka & Benjamin Madzivire & Eunice Goshomi, 2024. "Customer Bank Switching Behaviour in Zimbabwe’s Retail Banking Sector of Zimbabwe," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 5(3).
    2. Jabbour Al Maalouf, Nada & Sayegh, Elie & Makhoul, Wissam & Sarkis, Nada, 2025. "Consumers' attitudes and purchase intentions toward food ordering via online platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    3. Tithsatya Dem & Bora Ly & Soyorn Mam & Romny Ly, 2025. "Enhancing Tourist Experiences in Cambodia: The Role of Digital Transformation and Cultural Empathy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(6), pages 18055-18084, December.
    4. Kim, Jina & Ji, HongGeun & Oh, Soyoung & Hwang, Syjung & Park, Eunil & del Pobil, Angel P., 2021. "A deep hybrid learning model for customer repurchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Pallant, Jessica & Sands, Sean & Karpen, Ingo, 2020. "Product customization: A profile of consumer demand," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Liu, Yang & Yang, Yugang, 2025. "Carbon literacy, switching cost, and consumer choice: Evidence from the new energy vehicle purchase analysis," Energy Policy, Elsevier, vol. 198(C).
    7. Her-Sen Doong & Hsiangchu Lai, 2008. "Exploring usage continuance of e-negotiation systems: expectation and disconfirmation approach," Group Decision and Negotiation, Springer, vol. 17(2), pages 111-126, March.
    8. Yeon, Jewoo & Park, Inyoung & Lee, Daeho, 2019. "What creates trust and who gets loyalty in social commerce?," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 138-144.
    9. Liza Rybina & James Reardon & Janet Humphrey, 2010. "Patriotism, Cosmopolitanism, Consumer Ethnocentrism and Purchase Behavior in Kazakhstan," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 1(2).
    10. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    11. Guo, Lin & Xiao, Jing Jian & Tang, Chuanyi, 2009. "Understanding the psychological process underlying customer satisfaction and retention in a relational service," Journal of Business Research, Elsevier, vol. 62(11), pages 1152-1159, November.
    12. Guven Ordun, 2015. "Questioning the Link between Self-Expressed Attitudes and Repurchasing Behavior:Relations Between Cognitive, Affective and Action Loyalty," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 4(1), pages 133-149, January.
    13. Xin Zhang & Ronghui Huang, 2025. "Research on the Sustainable Design Model of Tourism Brands in Ethnic Minority Areas: A Perspective Based on the Theory of Planned Behavior," Sustainability, MDPI, vol. 17(7), pages 1-31, March.
    14. Ishumbaev, Konstantin & Zhu, Zhen & Ileye, Yasin & Armah, Abdul Karim, 2025. "Consumer behavior and market substitution in the automobile retail sectors of Russia and China amidst global economic sanctions and uncertainty," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    15. Yizhi Liu & Zihan Liang & Chengjiang Li & Jiezhou Guo & Gang Zhao, 2022. "An Investigation into the Adoption Behavior of mHealth Users: From the Perspective of the Push-Pull-Mooring Framework," Sustainability, MDPI, vol. 14(21), pages 1-17, November.
    16. Jolley, Bill & Mizerski, Richard & Olaru, Doina, 2006. "How habit and satisfaction affects player retention for online gambling," Journal of Business Research, Elsevier, vol. 59(6), pages 770-777, June.
    17. Taylor, David G. & Strutton, David, 2010. "Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors," Journal of Business Research, Elsevier, vol. 63(9-10), pages 950-956, September.
    18. Susan A. Brown & Viswanath Venkatesh & Sandeep Goyal, 2012. "Expectation Confirmation in Technology Use," Information Systems Research, INFORMS, vol. 23(2), pages 474-487, June.
    19. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    20. Shane S. Dikolli & William R. Kinney & Karen L. Sedatole, 2007. "Measuring Customer Relationship Value: The Role of Switching Cost," Contemporary Accounting Research, John Wiley & Sons, vol. 24(1), pages 93-132, March.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cwk:ajocsk:2024-46. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Charles G. Kamau (email available below). General contact details of provider: https://ijcsacademia.com/index.php/journal .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.