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Cited by 273Customer Service Quality and LoyaltyCustomer churn and segmentationBanking Sector Performance and Management

An investigation into the switching process in retail banking services

Colgate, Mark, Hedge, Rachel·2001·International Journal of Bank Marketing
DOI 10.1108/02652320110400888
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Abstract

Abstract Losing customers can have a detrimental impact on a bank's market share and profit. Despite these negative effects, few studies have sought to investigate fully the process of defection. Proposes, therefore, to provide a more comprehensive understanding of the process of switching retail banking services by investigating the problems that influence both switching behaviour and complaints made prior to exit. Empirical evidence was drawn from 694 mail surveys collected from banking customers in Australia and New Zealand. The reasons for switching banks were classified into three main problem areas: service failures, pricing problems and denied services. Results indicated that problems with pricing had the most important impact on switching behaviour. In contrast, customers tended to complain more often about service failures prior to exiting the firm. This finding suggests that customers may be staying silent about the problems that are most important in their decision to exit the firm.

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Crossref · 10.1108/02652320110400888

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35 of 35 references verified0 citation errors · 0 not checkable

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Authors
Colgate, M., & Hedge, R.
Affiliations
University of Auckland (NZ)
ORCID
Colgate, Mark
Venue
International Journal of Bank Marketing
Publisher
Emerald
Published
2001-09
Volume
19
Issue
5
Pages
201-212
ISSN
0265-2323 (ISSN-L)
DOI
10.1108/02652320110400888
OpenAlex
W1988444315
Cited by
273
References
34
Citations by year
2026: 2 · 2025: 2 · 2024: 8 · 2023: 11 · 2022: 11 · 2021: 17 · 2020: 11 · 2019: 15 · 2018: 14 · 2017: 9 · 2016: 18 · 2015: 18 · 2014: 25 · 2013: 19 · 2012: 19
FWCI
5.39
Type
journal article
Language
en
Open access
closed
Licence
www.emeraldinsight.com/page/tdm (tdm)
Locations
International Journal of Bank Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
  • Social Sciences › Business, Management and Accounting › Accounting › Banking Sector Performance and Management
Keywords
bank switching, customer churn, retail banking, switching behavior, service failure, pricing problem, customer complaints, customer exit, bank marketing

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