Customer switching in retail banking – the need for a change in thinking

David Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

Consumer switching between retail bank accounts is relatively low compared to other industries. However, the retail banking industry is subject to a number of strong external forces which have the potential to increase future switching behaviour. It is in this kind of context that there is cause to wonder whether the whole approach to the traditional measurement of loyalty, customer satisfaction and behavioural intentions is sub-optimal. This paper attempts to consider an alternative approach by re-directing our thinking into the customer switching literature and re-evaluating the role of customer inertia. It is hoped that future examinations of this model will highlight the potential benefits of a disaggregated measurement approach to behavioural intentions and customer switching behaviour.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages11
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2011)
CityPerth
Period28/11/1130/11/11

Keywords

  • customer switching
  • inertia
  • retail banking
  • behavioural intentions

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