Tarbijate vahetuskäitumine Eesti pangaklientide näitel
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The main goal of this BA thesis, which carries the title “Customer switching
behaviour: Estonian bank customers” was to describe the switching behaviour of
Estonian bank customers by using a method and model based on previous research in
the field. The goal was also to map the switching paths and factors that influence the
switching paths.
The theoretical part gives an overview of research on customer relationship ending
and presented three models of switching behaviour. Based on these models also the
method and model used in this thesis was created and the terminology used was
derived.
Based on previous research I concluded that several factors influence service provider
switching: push, pull and pullback factors, swayers and mooring factors, that all
influence the switching process in one or other direction. Trigger is the factor that
starts a switching path, or makes the customer think about switching service
providers. Also based on the literature, I was able to conclude, that there are different
kinds of switching paths: complete and partial switching paths and revocable and
irrevocable switching paths, according to whether a customer switches its business
completely to the new provider and if he/she is willing to return to the previous
provider.
This thesis is a pilot research, as switching behaviour has not been studied this way in
Estonia. In depth interviews were the method of collecting data in this study.
Altogether eight people who had switched banks in the previous six months were
interviewed.
Estonian bank customers usually switch because of the need to take a mortgage loan
and because of a better mortgage offer from another bank. Even when the trigger is
dissatisfaction with the previous bank, the final factor that makes customers switch is
usually a mortgage.
Since most daily banking is done over the internet and ATMs and there’s no regular
contact with a bank employee, customers don’t feel emotionally connected to their
banks. Unlike some years ago, banks have lost their role as parts of customers’
personal identity and have become regular service providers with not much additional
emotional significance.
It can be said, that the main barrier to switching banks is convenience and habit. Since
there’s not much to gain on basic bank services when switching banks and customers
have to relearn the banking systems, switching means inconvenience. On the other
hand, convenience means a wide and accessible ATM and office network.
Due to this, most switchers end up on partial switching paths. Bigger services like
mortgages are moved to a new bank when better terms are available there, but
everyday services will still be used (partially, at least) in the old bank. This is why
customers usually only compare in the old and new bank the terms of the service that
is the reason for switching.
As a conclusion it might be said, that the model used in this study can give a picture
of customer switching paths and identify the influencing factors. The model and
method deserve to be developed, also in other service sectors besides banking, and
with wider customer groups.
Keywords
H Social Sciences (General)