publication . Article . Other literature type . 2001

An investigation into the switching process in retail banking services

Colgate, Mark; Hedge, Rachel;
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  • Published: 01 Sep 2001 Journal: International Journal of Bank Marketing, volume 19, pages 201-212 (issn: 0265-2323, Copyright policy)
  • Publisher: Emerald
Abstract
Losing customers can have a detrimental impact on a bank’s market share and profit. Despite these negative effects, few studies have sought to investigate fully the process of defection. Proposes, therefore, to provide a more comprehensive understanding of the process of switching retail banking services by investigating the problems that influence both switching behaviour and complaints made prior to exit. Empirical evidence was drawn from 694 mail surveys collected from banking customers in Australia and New Zealand. The reasons for switching banks were classified into three main problem areas: service failures, pricing problems and denied services. Results in...
Subjects
free text keywords: Marketing
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