A Study On The Relationships Between Banking Service Quality And Customer Switching Intention

After entering into the WTO,China has accelerated the reform and opening up of the service industry,the service market expanded rapidly, the competition of the service industry is increasingly vigorous.At the same time,consumer psychology becomes more mature,customers no longer stay in seeking cheap price and high quality products or services,but are more concerned about service quality.Thus,if enterprises want to gain competitive advantages,they must pay attention to service marketing management.The core philosophies of service marketing management are retaining the existing customers and attracting new customers;however,to reduce customer switching,improve customer attraction,the most important factor is the quality of service.The previous researches about the relationships between service quality and customer switching intention,they focused on researching about the relationships between overall service quality and customer switching intention,but the research about the relationships between every factor of service quality and customer switching intention is very few.The applicability of five dimensions to be generic measurement scales of perceived service quality-SERVQUAL to all service sectors was questioned.It is very necessary to develop new scales to measure the service quality for different industries.This thesis is based on the previous researches on the relationship between service quality and customer switching intention.According to the context of banking in China,the research summarizes the factors of Banking service quality in six aspects:the tangible of service,the reliability of service,the accessibility of service,the assurance of service, the responsiveness of service and the timeliness of service recovery.Then,this thesis develops the model of the relationship between banking service quality and customer switching intention,researches the relationship between these six factors of service quality and customer switching intention separately,analyzes the difference influence degree for these six factors to customer switch intention.The conclusions can help banks find out the fact of service quality which customer most concerned,and also can know the problem existed in their service,meanwhile,it can urge the banks to improve service quality,develop service strategies to achieve higher customer satisfaction, retain existing customers and attract more new customers.The research uses SPSS12.0 statistical software to analyze the survey data.The conclusions indicates that:among these six facts of service quality,the reliability of service,the accessibility of service,the assurance of service,the responsiveness of service and the timeliness of service recovery negatively and significantly influence customer switching intention;the tangible of service don't significantly influence customer switching intention.The most important factor of affecting customer switching intention is the reliability of service,the second is the timeliness of service recovery,then,the assurance of service and the responsiveness of service,the accessibility of service is the less affecting fact.According to the conclusion of the research,the thesis gives some proposal to improve banking service quality,thereby,reduce the rate of customer switching,improve customer loyalty.