Abstract: This study x-rayed the drivers of customer switching behavior in Nigerian banking industry using an adapted version of Keaveney (1995) model. A sample size of 185, was determined using the Cochran formula. Respondents were drawn from the customers and staff of ten selected deposit money banks in Imo state. Collected data were analyzed using descriptive and inferential statistics. Multiple regression analysis was used to test stated hypotheses. It was discovered through the study, that service quality, price and involuntary actions significantly drive switching behavior among bank customers in Imo State. It was equally revealed that reputation and promotion do not significantly drive switching behavior among bank customers in Imo State. Based on the findings of the study, it was recommended among others that banks should focus more on service quality and also give adequate attention to price. Thus, the interest rates charged or given should be carefully monitored while adequate, timely information should be given to customers on reasons for changes.
Keywords: x-rayed, Cochran formula.
Title: Drivers of Customer Switching Behaviour in Nigerian Banking Industry
Author: Onyeagwara Chukwuemeka. O, Agu Godswill Agu
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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