Zhao, Cong; Noman, Abu Hanifa Md.; Asiaei, Kaveh - In: International Journal of Bank Marketing 40 (2021) 2, pp. 242-262
Purpose: The development and maintenance of a long-term relationship with customers are essential for banks to bolster their profits and thrive in a competitive environment. This study aims to explore the key factors that influence individuals' bank-switching behavior in the Malaysian retail...