An integrative framework for customer switching behavior

ABSTRACT

Due to increased intensity of competition, retention of customers has become a major concern in many service industries. Although researchers have investigated customer switching intention and its influential factors, the complex structural mechanisms that reduce the likelihood of switching intention in the field of financial services, especially in the banking context, have remained understudied. This paper addresses the role of customer satisfaction, customer loyalty, customer trust, and customer perceived value within a new conceptual model for customer switching intention in the banking services. In particular, the paper contributes to examine the potential moderating effect of switching barriers on the relationship between customer loyalty and switching intention as well as the relationship between satisfaction and switching intention of customers in the banking services. Data are collected through a questionnaire survey, and partial least squares-structural equation modeling is used for data analysis. Empirical results confirm the proposed model and hypotheses and show that switching barriers strengthen the impact of both customer loyalty and satisfaction on switching intention. The findings of this research offer a unified view of the structural relationships that contribute to reduced switching intention and provide more in-depth insights into the role of switching barriers in the banking context.

摘要

由于竞争强度的增加，客户保留已成为许多服务行业的主要关注点。虽然研究人员已经调查了客户转换意向及其影响因素，但是降低金融服务领域转换意愿的复杂结构机制，特别是在银行业的背景下，仍然没有得到充分的研究。本文研究了客户满意度、客户忠诚度、客户信任和客户感知价值在银行服务顾客转换意愿新概念模型中的作用。具体而言，本文有助于考察转换障碍对顾客忠诚与转换意愿之间关系的潜在调节作用，以及顾客对银行服务满意度与转换意愿之间的关系。本研究通过问卷调查收集数据，并使用偏最小二乘法的结构方程模型 进行数据分析。实证结果证实了所提出的模型和假设，并且显示转换障碍加强了客户忠诚度和满意度对转换意图的影响。这项研究的结果提供了一个统一的结构关系视图，有助于减少转换意图，并提供更深入的了解在银行业背景下的转换障碍的壁垒作用。

KEYWORDS:

• Customer switching intention
• customer loyalty
• customer satisfaction
• customer perceived value
• switching barriers

关键词:

• 客户转换意向
• 客户忠诚度
• 客户满意度
• 客户感知价值
• 转换障碍

Disclosure statement

No potential conflict of interest was reported by the authors.