DETERMINANTS OF CUSTOMER SWITCHING BEHAVIOR IN BANKING SECTOR

This study explored the determinants of switching behavior in banking sector of Pakistan. Beside this, role of importance of banking services were investigated on satisfaction and intention to switch relation. Questionnaires were distributed to measure satisfaction, intention to switch and importance of banking services. Sample size was 180 self administered questionnaires. Customers of five major banks branches were selected. The paper demonstrated that satisfaction with bank services (Staff services, environment services, ethical services, convenience services and financial services) were negatively related to intention to switch. However results reported better association between convenience services and intention to switch. Then satisfaction with financial, non-financial and overall services through importance of these services predicted the intention to switch.