Antecedents for Consumer’s Switching Behavioural Intention Retail Banks in Zimbabwe: Integrating the Theory of Planned Behaviour

Primrose Nyakuwanikwa, Bornface Mwalimu Chisaka, Benjamin Madzivire and Eunice Goshomi
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Primrose Nyakuwanikwa: Women university in Africa
Bornface Mwalimu Chisaka: Women university if Africa
Benjamin Madzivire: Author
Eunice Goshomi: Women University in Africa

African Journal of Commercial Studies, 2024, vol. 5, issue 3

Abstract: The purpose of this research is to examine the antecedents of the behavioural intention of consumers to switch a retail bank for another in Zimbabwe. The study used positivism research philosophy where quantitative data was collected from a purposively chosen sample of 150 participants. Data was analyzed using logistic regression equation with two dependent variables. Our study confirms the probability of switching retail banks in Zimbabwe was driven by factors such as; brand image, changing demographics, brand loyalty, brand image, ease of use, and the perceived usefulness. The recommends that retail banks should invest more in building brand image to retain loyal customers. A combination of technological innovations and transaction cost reductions could help to increase brand loyalty, brand image, and the attraction of new customers while retaining the old ones. The study contributes to the literature on bank switching behaviour by pioneering the use of binary choice models.

Keywords: Antecedents; Retail Banking; Switching Behaviour; Brand Image; Brand Loyalty; Zimbabwe (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2024-46

DOI: 10.59413/ajocs/v5.i.3.5

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