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Customer disloyalty in retail banking services: attitudinal and behavioural dimensions

Shakti Bodh Bhatnagar (Department of Business Administration, Aligarh Muslim University, Aligarh, India)
Jitendra Kumar Mishra (MIME, Bangalore, Bengaluru, India)
Asif Ali Syed (Aligarh Muslim University, Aligarh, India)

Asia-Pacific Journal of Business Administration

ISSN: 1757-4323

Article publication date: 13 December 2018

Issue publication date: 18 February 2019

776

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

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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