An Empirical Investigation of the Switching Process in Retail Banking

This study focuses on the influence of switching triggers on perceived service quality in a retail banking context and the effect of consumer commitment on the relationship between service quality and switching intention. The study was conducted among retail banking customers in the state of Kerala in India. The analysis of data was done using variance based structural equation modeling approach employing non-linear partial least squares regression. The results of the study empirically demonstrate that reactional and influential triggers influence customers’ perception of service quality of banks and that affective and calculative commitment have a moderating influence on the relationship between service quality and customers’ switching intention.