THE EFFECT OF PRICE AND BANK REPUTATION ON CUSTOMER SWITCHING BEHAVIOR OF BANK RAKYAT INDONESIA IN MANADO
Abstract: The behavior of
switching becoming a serious problem especially in services companies such as
bank. The behavior of customers switch banks negatively affect profit and
market share. This research was designed to identify the effect of price and
bank reputation on customer switching behavior of Bank Rakyat Indonesia in
Manado simultaneously and partially. A quantitative method was applied to
analyze data collected using convenience sampling. The result of this research
showed that price and bank reputation have a significant effect on customer
switching behavior of Bank Rakyat Indonesia in Manado simultaneously and
partially. Bank Rakyat Indonesia in Manado needs to continue the policies
concerning price such as the bank charges, interest for credit and saving, and
all of the various of transaction in bank, and always mantain the reputation of
bank and financial stability to improve customer trust and loyalty to subscribe
and reduce the customer behavior to switch to another bank. Further research is
expected to cover larger areas or regions with different demographics,
especially in larger cities, so as to be able to see the switching behavior
more comprehensively, not just specifically in Manado city, so the results can
be compared.
Keywords: switching behavior,
price, bank reputation
Penulis: Pinkan Elisabeth
Mandagi, Johan Tumiwa
Kode Jurnal: jpmanajemendd180266
