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  • Managing Customer Switching Behavior in the Banking Industry

    Author(s)
    Thaichon, P
    Quach, S
    Bavalur, AS
    Nair, M
    Griffith University Author(s)
    Thaichon, Park
    Thaichon, Sara Q.
    Year published
    2017
    Metadata
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    Abstract
    This study aimed to explore the factors that lead to the intention to stay and the intention to switch in the banking industry. The research adopted a qualitative, inductive approach to data collection using a sample of 19 Australians customers who use banking services, and two Australian bank managers. The factors that are important to the customers' decision to change banks or to diversify their accounts include: (a) customer service and customer intimacy; (b) response to service failure; (c) effect of advertising; (d) reputation; (e) ease of banking; and (f) customer value.This study aimed to explore the factors that lead to the intention to stay and the intention to switch in the banking industry. The research adopted a qualitative, inductive approach to data collection using a sample of 19 Australians customers who use banking services, and two Australian bank managers. The factors that are important to the customers' decision to change banks or to diversify their accounts include: (a) customer service and customer intimacy; (b) response to service failure; (c) effect of advertising; (d) reputation; (e) ease of banking; and (f) customer value.
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    Journal Title
    Services Marketing Quarterly
    Volume
    38
    Issue
    3
    DOI
    https://doi.org/10.1080/15332969.2017.1325644
    Subject
    Marketing not elsewhere classified
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/350779
    Collection
    • Journal articles

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