Service provider switching: a study on the switching process in retail banking

In a business environment that is characterized by intense competition, building customer loyalty has become a key area of focus for most financial institutions. The explosion of the services sector, changing customer demographics and deregulation and emergence of new technology in the financial services industry have had a critical impact on consumers’ financial services buying behaviour. The changes have forced banks to modify their service offerings to customers so as to ensure high levels of customer satisfaction and also high levels of customer retention. Banks have historically had difficulty distinguishing their products from one another because of their relative homogeneity; with increasing competition,the problem has only intensified with no coherent distinguishing theme. Rising wealth, product proliferation, regulatory changes and newer technologies are together making bank switching easier for customers. In order to remain competitive, it is important for banks to retain their customer base. The financial services sector is the foundation for any economy and plays the role of mobilization of resources and their allocation. The retail banking sector in India has emerged as one of the major drivers of the overall banking industry and has witnessed enormous growth. Switching behaviour has a negative impact on the banks’ market share and profitability as the costs of acquiring customers are much higher than the costs of retaining. When customers switch, the business loses the potential for additional profits from the customer the initial costs invested in the customer by the business get . The Objective of the thesis was to examine the relationship among triggers that customers experience, their perceptions of service quality, consumers’ commitment and behavioral intentions in the contemporary India retail banking context through the eyes of the customer. To understand customers’ perception of these aspects, data were collected from retail banking customers alone for the purpose of analysis, though the banks’ views were considered during the qualitative work carried out prior to the main study. No respondent who is an employee of a banking organization was considered for the final study to avoid the possibility of any bias that could affect the results adversely. The data for the study were collected from customers who have switched banks and from those who were non switchers. The study attempted to develop and validate a multidimensional construct of service quality for retail banking from the consumer’s perspective. A major conclusion from the empirical research was the confirmation of the multidimensional construct for perceived service quality in the banking context. Switching can be viewed as an optimization problem for customers; customers review the potential gains of switching to another service provider against the costs of leaving the service provider. As banks do not provide tangible products, their service quality is usually assessed through service provider’s relationship with customers. Thus, banks should pay attention towards their employees’ skills and knowledge; assessing customers’ needs and offering fast and efficient services.

Impact of Self-generation of Priorities and Non-preemptive Service in Single/Multiserver Queues

In this thesis we have studied a few models involving self-generation of priorities. Priority queues have been extensively discussed in literature. However, these are situations involving priority assigned to (or possessed by) customers at the time of their arrival. Nevertheless, customers generating into priority is a common phenomena. Such situations especially arise at a physicians clinic, aircrafts hovering over airport running out of fuel but waiting for clearance to land and in several communication systems. Quantification of these are very little seen in literature except for those cited in some of the work indicated in the introduction. Our attempt is to quantify a few of such problems. In doing so, we have also generalized the classical priority queues by introducing priority generation ( going to higher priorities and during waiting). Systematically we have proceeded from single server queue to multi server queue. We also introduced customers with repeated attempts (retrial) generating priorities. All models that were analyzed in this thesis involve nonpreemptive service. Since the models are not analytically tractable, a large number of numerical illustrations were produced in each chapter to get a feel about the working of the systems.