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Title: Segmentation of Bank Customers by Loyalty and Switching Intentions
Authors: Gurjeet Kaur, R D Sharma, Neha Mahajan
Issue/Year: Oct-2014
Section: Research
Abstract: This study aims at covering all the factors that directly or indirectly lead to customer switching or compel customers to stay with a particular organization. The various relational and switching factors include quality, value, satisfaction, trust, commitment, loyalty, switching costs, and barriers. The data analysis indicates that majority of respondents have no intentions to switch and their staying intentions can best be predicted by customer loyalty, followed by switching costs.
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