Berihun Muche

Determinants of Customer Switching Behavior: a Study on Selected Branches of Commercial Bank Berihun Muche

Customer retention in the banking industry is becoming extremely prevalent as it is being employed to keep existing customers from switching to other banks and to sell them more services. However, empirical studies regarding the determinants of customer switching behavior in commercial banks in Ethiopia in general and in Mekelle Town in particular is understudied. The objective of the book is,therefor, to investigate the determinants of customer switching behavior and examine the effects of price, reputation, service quality,advertisement, involuntary switching, distance and switching cost on customer decision to stay or switch their banks. To examine the relationship between dependent and independent variables and to determine the relative importance of variables, the binary logistic regression model is employed.