Authors: Kiran Mehta; Renuka Sharma; Vikas Khanna
Addresses: Chitkara Business School, Chitkara University, Punjab, India ' Chitkara Business School, Chitkara University, Punjab, India ' HDFC Bank, Punjab, India
Abstract: Due to global competition, banks are forced to look at the trade-off between customer retention and customer acquisition. Under such circumstances, banks are formulating strategies to increase customer satisfaction and customer loyalty. The similarity in the products and services of various banks has signalled the way for customer switching behaviour. In such a scenario, research focusing on the reasons for switching decisions by the customers will help the banks to retain customers. In lieu of this, the present study is intended to examine the switching behaviour of the customers in retail banking in India. The results are obtained using EFA, CFA and logit regression. The findings of the study show that out of nine dimensions, service quality, reputation, and pricing related issues have shown a comparatively more substantial impact on customer switching behaviour. The findings of the study have multi-faceted implications for retail banks.
Keywords: customer switching; retail banking; exploratory factor analysis; EFA; confirmatory factor analysis; logit regression; India.
International Journal of Business Excellence, 2023 Vol.29 No.4, pp.518 - 545
Received: 05 May 2020
Accepted: 13 Jul 2020
Published online: 10 Apr 2023 *