Factors Affecting Customers' Switching Intention in the Banking industry: The case of Commercial Bank of Ethiopia
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Date
2016-05
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Addis Ababa University
Abstract
Customer switching means forsake one service provider for another. Service switching can be viewed as a process resulting from a series of decisions and critical service encounters overtime rather than specific moment in time when a decision is made. Customers decide to switch service for a variety of reasons. Dissatisfied customers have an intention to switch the bank. Therefore, the objective of this research is to investigate customer switching intentions as a complex phenomenon that is affected by a series of bank actions in terms of service quality, price, commitment and anger incident as a direct variables and involvement, switching costs, alternative attractiveness, and relationship duration as a moderating variable at Commercial bank of Ethiopia. Cluster sampling method was used and the data collection method was questionnaires. A total of 420 questionnaires were distributed to the selected individual customers of commercial bank of Ethiopia through the selected branches in Addis Ababa; out of it 385 questionnaires returned and properly field. Questionnaires were analyzed using Cronbach‟s Alpha, descriptive statistics, ANOVA, correlation and regression. Service quality and anger incident factors have strong influence on customers switching intention whereas price of the bank and bank commitment factors have weak influence on switching intentions and the variability of customers switching intention can be explained to the extent of 39.2% by service quality, price, bank commitment and anger incident. This study also underlines the moderator role of involvement and knowledge about alternatives has an indirect effect on switching intentions
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Switching intention, service quality, bank commitment