Kaur, Gurjeet; Sharma, R.D.; Mahajan, Neha - In: International Journal of Bank Marketing 30 (2012) 4, pp. 280-302
Purpose – The purpose of this paper is to investigate the extent of customer switching and the reasons that underlie customer‐switching intentions. The paper aims to focus on the various factors on account of which a customer may or may not switch a particular bank....