The discrepancy between customer expectations and experiences can result in significant adverse consequences. This study, exploratory in nature, utilised the structural equation modelling technique to reveal how competitors’ effective advertising influences customers’ expectations of in-using banks, triggering their switching intentions in line with the expectation-confirmation theory, with a dataset of 471 responses from retail bank customers in China via an online semi-structured survey with a convenient and non-probability method. This study revealed that competitors’ effective advertising not only directly influences customers’ bank switching intentions but also indirectly impacts customers’ switching intentions by influencing customers’ expectations of price and service quality. The study also found that the price was positively correlated with customers’ perceptions of service failure and customers’ switching intentions, while service failure is associated with customers’ switching intentions. This study is the first attempt in the literature to examine customers’ decisions to switch banks that focus mainly on competitors’ effective advertising and provide in-depth insights.
Read full abstract