South Asian Journal of Management

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An Empirical Investigation of the Switching Process in Retail Banking


Affiliations
1 Rajagiri Business School, Rajagiri Valley, Kochi-682 039, Kerala, India
2 School of Management Studies, Cochin University of Science and Technology, Kochi-682 022, Kerala, India
     

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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.

Keywords

Commitment, Retail Banking, Service Quality, Switching Intention, Switching Trigger.
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  • An Empirical Investigation of the Switching Process in Retail Banking

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Authors

Neetha J. Eappen
Rajagiri Business School, Rajagiri Valley, Kochi-682 039, Kerala, India
K. B. Pavithran
School of Management Studies, Cochin University of Science and Technology, Kochi-682 022, Kerala, India

Abstract


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.

Keywords


Commitment, Retail Banking, Service Quality, Switching Intention, Switching Trigger.

References