Key Determinants on Switching Intention in Cambodian Banking Market
Keywords:
Service Quality, Convenience, Perceived Value, Customer Satisfaction, Switching IntentionAbstract
The current study investigated the determinants affecting customers’ intentions to switch banks, with a focus on the determinants of service quality, convenience, perceived value, and customer satisfaction. Furthermore, Path Analysis was applied in this study to analyse the data collected from 323 participants. The findings highlighted that service quality significantly influenced perceived value, while convenience significantly influenced both perceived value and customer satisfaction. Likewise, perceived value significantly affected customer satisfaction. Finally, both perceived value and customer satisfaction, significantly impacted on switching intentions. As a result, the present study can help all service providers, especially banks, to better understand the significant impacts of these influential determinants on switching intentions. As a result, it can help them to design and develop an appropriate strategy to enhance these determinants and reduce future switching intentions.
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