A field study of customers’ switching behavior for bank services

This research paper makes three important contributions with managerial implications concerning the issue of bank service switching behavior. First, it identifies four overall dimensions of customer satisfaction with bank services. These are personnel related considerations, financial considerations (interest earnings and interest payments), environment related considerations (atmospherics), and convenience related considerations (ATM and hours). Next, we develop and test some hypotheses pertaining to the relationship between customer satisfaction and bank service switching behavior as it is mediated by the importance of a particular bank service to a particular customer and by the nature of competitive offerings for different types of banking services available from other banks. Based on the empirical results of a large scale field study, we provide several theoretical and managerial implications.