JEFMS Journal

ABSTRACT:

Service quality and customer switching behavior are among the most important factors that affect service firms’ market share and profitability, yet they remain understudied in Vietnam’s service sectors. This study surveys 343 customers who using service of bank in Hanoi to explore the perceived importance of customer switching behavior in banking service sector. By using seceral statistical analytical tools, i.e. descriptive statistics, Independent T-test and Anova; the study identifies the following: There is, statistically, significant difference in the level of customer’s switching behavior towards banking service providers in Hanoi from these different gender, age, Academic standard and income. Based on the findings, some recommendations are given for banks in Hanoi to improve the quality service and loyalty of customers.

Keywords-

customer switching behavior, customer, banking service, marketing.
JEL code: M31, M10, M20

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