Abstract
A conceptual model specifying consumer satisfaction with banking services and importance of services as the critical variables in determining likelihood of a consumer switching from a bank to its competitor. The model is further expanded to include various determinants that may jointly influence the likelihood of switching entire set of banking services. Several hypotheses are proposed in this context and a plan to test the same via a field survey is also presented.
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Manrai, A.K., Manrai, L.A. (2015). Consumer Switching Behavior of Banking Services: A Conceptual Model. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_27
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DOI: https://doi.org/10.1007/978-3-319-17323-8_27
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17322-1
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