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An integrative framework for customer switching behavior

Author

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  • Seyed Mohammad Mosavi
  • Mohamad Sadegh Sangari
  • Abbas Keramati

Abstract

Due to increased intensity of competition, retention of customers has become a major concern in many service industries. Although researchers have investigated customer switching intention and its influential factors, the complex structural mechanisms that reduce the likelihood of switching intention in the field of financial services, especially in the banking context, have remained understudied. This paper addresses the role of customer satisfaction, customer loyalty, customer trust, and customer perceived value within a new conceptual model for customer switching intention in the banking services. In particular, the paper contributes to examine the potential moderating effect of switching barriers on the relationship between customer loyalty and switching intention as well as the relationship between satisfaction and switching intention of customers in the banking services. Data are collected through a questionnaire survey, and partial least squares-structural equation modeling is used for data analysis. Empirical results confirm the proposed model and hypotheses and show that switching barriers strengthen the impact of both customer loyalty and satisfaction on switching intention. The findings of this research offer a unified view of the structural relationships that contribute to reduced switching intention and provide more in-depth insights into the role of switching barriers in the banking context.

Suggested Citation

  • Seyed Mohammad Mosavi & Mohamad Sadegh Sangari & Abbas Keramati, 2018. "An integrative framework for customer switching behavior," The Service Industries Journal, Taylor & Francis Journals, vol. 38(15-16), pages 1067-1094, December.
    • Handle: RePEc:taf:servic:v:38:y:2018:i:15-16:p:1067-1094
    DOI: 10.1080/02642069.2018.1428955
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    Cited by:

    1. Farooq Ahmad & Maqsood Ahmad & Shahida Mariam & Zunaira Mahmood & Muhammad Nawaz Qaisar, 2020. "What Wins The Customer Satisfaction, Most? An Evidence From Service Quality Perspectives In Banking Sector," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 9(4), pages 202-210, December.
    2. Ying Wang & Zengrui Xiao, 2022. "The Dual Effects of Consumer Satisfaction on Brand Switching Intention of Sharing Apparel," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    3. Wu, Hung-Che & Ai, Chi-Han & Cheng, Ching-Chan, 2019. "Experiential quality, experiential psychological states and experiential outcomes in an unmanned convenience store," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 409-420.
    4. Gamini Gunawardane, 2023. "Enhancing customer satisfaction and experience in financial services: a survey of recent research in financial services journals," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 255-269, June.
    5. Krisna Nugraha & Muhtosim Arief & Sri Bramantoro Abdinagoro & Pantri Heriyati, 2022. "Factors Influencing Bank Customers’ Orientations toward Islamic Banks: Indonesian Banking Perspective," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    6. Aumaima Wahbi & Karim Khaddouj & Naoufal Lahlimi, 2023. "Study of the relationship between chatbot technology and customer experience and satisfaction [Etude de la relation entre la technologie chatbots et l'expérience et la satisfaction client]," Post-Print hal-04403080, HAL.

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