SERVICE RESPONSIVENESS ON CUSTOMER SWICTHING BEHAVIOUR IN BANKING INDUSTRY JAFFNA IN DISTRICT, SRILANKA
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 6
Abstract
In Sri Lanka, Services are rapidly growing into a major contributor to the nation as well as the world economy and to country‟s GDPs. As such as, it is essential stage to study why customers switch service providers. Such analysis would helpful to guide to actions that must be taken by the service provider to retain it‟s predict customers. The purpose of this study was to find out why customers switch producers in Service industry in Sri Lanka. The objective of this study is to see in what extent service responsiveness will impact on customers switching. Banking industry is the one of the fastest growing service sector in Sri Lanka. There are number different firms in the industries available in targeted areas. Primary data were collected from the customers through well designed questionnaires. Targeted area is Jaffna district and sample size is 500. Interview and focus group discussion was taken placed to find out the influences on purchasing. Hypothesis has formed as the perceived higher level of service responsiveness negatively correlated switching behavior. Collected data has analyzed by quantitative techniques and Ms excel sheet used to interpretation. It has found out there is a negative relationship between Service Responsiveness and customer switching the firm. Also results expressed that agreed level of Service Responsiveness would increase customer satisfaction leads to less level of switching the same producer. But it can be seen that there are some more factors are influencing in customer switching behavior such as empathy, tangibility, assurance affect switching behavior.
Authors and Affiliations
Kumaradeepan. V and Rajumesh. S
Keywords
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