Customer disloyalty in retail banking services: attitudinal and behavioural dimensions
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 13 December 2018
Issue publication date: 18 February 2019
Abstract
Purpose
The literature on customer behaviour has attracted significant attention towards customer loyalty; however, customer disloyalty has not been adequately studied. The purpose of this paper is to identify factors leading to customer disloyalty and develop a comprehensive framework for understanding various dimensions of customer disloyalty in retail banking services.
Design/methodology/approach
The study is descriptive in nature. Variables associated with customer disloyalty were identified from literature and subsequently factor analysis has been applied to derive the significant factors leading to customer disloyalty. Data were collected through a structured questionnaire administered to 357 retail banking customers. EFA and CFA have been employed to determine relevant factors.
Findings
This study found that customer disloyalty comprises of, both, attitudinal and behavioural components. Further, the study revealed three factors – unfair practices, unfulfilled services and poor interaction leading to behavioural disloyalty and negative image leading to attitudinal disloyalty. Surprisingly, the study found that pricing and competitor’s attraction do not affect, both, attitudinal disloyalty and behavioural disloyalty.
Research limitations/implications
The study contributes to customer behaviour literature by understanding customer disloyalty as a distinct concept in comparison to much prevalent customer switching. It addition, this study empirically identified factors leading to behavioural disloyalty and attitudinal disloyalty.
Originality/value
The originality lies in that fact that it is the only empirical study which has studied customer disloyalty through attitudinal disloyalty lenses. Subsequently, it has also attempted to fill the gap in available literature by studying the relationship between attitudinal disloyalty and behavioural disloyalty.
Keywords
Citation
Bhatnagar, S.B., Mishra, J.K. and Syed, A.A. (2019), "Customer disloyalty in retail banking services: attitudinal and behavioural dimensions", Asia-Pacific Journal of Business Administration, Vol. 11 No. 1, pp. 46-67. https://doi.org/10.1108/APJBA-08-2018-0124
Publisher
:Emerald Publishing Limited
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