Title: Determinants of customer switching behaviour: evidence from the non-bank financial institutions in Ghana

Authors: Ernest Yaw Tweneboah-Koduah; Victoria Mann; Daniel Marboye Quaye

Addresses: Department of Marketing and Entrepreneurship, University of Ghana Business School, P.O. Box LG 78, Legon, Accra, Ghana ' Department of Marketing and Entrepreneurship, University of Ghana Business School, P.O. Box LG 78, Legon, Accra, Ghana ' Department of Marketing and Entrepreneurship, University of Ghana Business School, P.O. Box LG 78, Legon, Accra, Ghana

Abstract: Due to the intensified competition in the financial sector as a result of homogenous products and services, it is becoming increasingly important for service providers to take steps to retain their customers. The paper sought to investigate the factors influencing NBFIs' customer switching behaviour. Data collected from 400 respondents was analysed using descriptive statistics and multiple regressions. The study found excessive pricing, poor service quality, customer dissatisfaction and lack of trust to have a statistically significant influence on NBFIs' customer switching behaviour in Ghana.

Keywords: determinants; customer; switching behaviour; non-bank financial institutions; NBFIs; savings and loans companies; Ghana.

DOI: 10.1504/IJSEM.2017.095452

International Journal of Services, Economics and Management, 2017 Vol.8 No.4, pp.268 - 286

Received: 21 Sep 2017
Accepted: 08 May 2018

Published online: 01 Oct 2018 *

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