The Influence of Service Quality, Satisfaction, and Trust on Banking Customer Switching Behavior
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8300Keywords:
Service quality, Customer satisfaction, Customer trust, Switching behavior, BankingAbstract
The competition within the banking industry is intensifying, particularly due to advancements in digital services that prompt customers to consider alternative banks for their transactions. This study investigates the influence of service quality, satisfaction, and trust on customer switching behavior. A purposive sampling method was employed to select respondents aged at least 17 years, who have been customers for a minimum of six months, and have experience using either branch services or digital channels, as well as having contemplated or executed a transaction transfer. Data were collected through a five-point Likert scale questionnaire and analyzed using multiple linear regression after undergoing a series of validity, reliability, normality, multicollinearity, and heteroscedasticity tests. The analysis yielded an F value of 39.430 with a significance level below 0.001. Individually, service quality had a significant negative impact on switching behavior, with a coefficient of −0.178 and a significance of 0.011. Satisfaction showed a coefficient of −0.307 with a significance level below 0.001, while trust had a coefficient of −0.226 with a significance of 0.002. Standardized beta values confirmed that satisfaction is the strongest predictor, followed by trust and service quality. These findings emphasize that reducing customer switching requires banks to provide accurate, responsive, and secure services that meet customer expectations. Furthermore, transparency in information and the bank's accountability in resolving issues are essential factors. Monitoring transaction frequency, balance transfers, the use of alternative banks, and customer complaints is a strategic approach to detect potential switching before the service relationship begins to weaken.
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