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Exploring the reasons for bank-switching behavior in retail banking

Zhao, Cong; Noman, Abu Hanifa Md.; Asiaei, Kaveh - In: International Journal of Bank Marketing 40 (2021) 2, pp. 242-262

Purpose: The development and maintenance of a long-term relationship with customers are essential for banks to bolster their profits and thrive in a competitive environment. This study aims to explore the key factors that influence individuals' bank-switching behavior in the Malaysian retail...

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