Effecting Factors of Customer Switching Behavior and Customer loyalty Behaviors in the Banking Industry

Abstract

This Study is to investigate the factors affecting customer switching behavior and loyalty in the banking Industry. It is an applied causal study, in which data analysis is done via structural equations method. The research population includes customers of State Bank, Ramanthapur, Hyderabad. For data collection, a questionnaire was randomly distributed between 100 customers of the above mentioned bank, among which, 89 questionnaires were returned and analyzed. The reliability and validity of the questionnaire were confirmed using Cronbach's Alpha. Results from data analysis show that these factors i.e service quality, customer satisfaction, distance, reputation have negative and positive impacts on customer switching behavior and loyal, respectively.