Impact of Security, Reputation, Service Quality, Advertising, Involuntary Switch and Customer Service on Customer Switching Behaviour in the Banking Sector of Pakistan

ABSTRACT

Purpose: This study was intended to determine the effect of several variables which intend the customers to switch or not to switch their bank accounts. Several variables were studied with their impact on the dependent variable of customer switching behaviour in the banking sector of Pakistan.

Methodology: Future studies are anticipated to make use of both the investigation’s qualitative and quantitative findings. Both primary and secondary data were used for the study’s goals. Meetings with individuals and organizations in person or online, focus groups, and seminars are some of the primary data sources. Gathering pre-existing knowledge from a variety of sources is part of secondary information collection, often known as work area research. This includes both internal sources (such as internal analysis) and external sources more frequently (like government measurements, hierarchical bodies, and the web). Descriptive, univariate, and regression analyses were utilized to achieve the results.

Findings: These research findings make sense of the significant relationship between independent variables and dependent variable at the p-value < 0.05. Therefore, based on the results we accept our all hypotheses.

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