Understanding Customer Switching Behaviour in the Retail Banking Sector: The Case of Nigeria and the Gambia
PhD Thesis
Sani, K. 2022. Understanding Customer Switching Behaviour in the Retail Banking Sector: The Case of Nigeria and the Gambia. PhD Thesis University of East London School of Business and Law https://doi.org/10.15123/uel.8v1q7
Authors | Sani, K. |
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Type | PhD Thesis |
Abstract | This thesis examines customer switching behaviour in Nigeria and Gambia, focusing on the retail banking sector. The study’s key objective is to provide new knowledge on customer banking behaviour in the retail banking sector. The study is grounded in Bansal et al.’s (2005) push-pull-mooring model. A qualitative method was employed in the data collection, incorporating a triangulation approach, whereby direct observations were combined with thematic interviews and focus group discussions. The intention behind this method was to increase the validity of the research results. Ultimately, the study findings indicate significant factors and subfactors influencing customer switching behaviour in the retail banking sector. The results are categorised as push, pull, or mooring factors. It identifies seven push factors with thirteen subfactors, four pull factors with ten subfactors, and six mooring factors with three subfactors. The study’s significant contribution to existing knowledge of services marketing is the identification of new and emerging constructs, thus extending the existing knowledge in the literature. The study’s findings support numerous results of prior relevant research, while some findings disagree with those of previous research. |
Year | 2022 |
Publisher | University of East London |
Digital Object Identifier (DOI) | https://doi.org/10.15123/uel.8v1q7 |
File | License File Access Level Anyone |
Publication dates | |
Online | 14 Oct 2022 |
Publication process dates | |
Submitted | Aug 2022 |
Deposited | 14 Oct 2022 |
https://repository.uel.ac.uk/item/8v1q7
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