Consumer-Band Association: Determinants of Consumer Bank Switching Intention, Case of the Gambia Retail Banking Sector

摘要

Consumers develop brand knowledge based on their opinion of brand or information to infer meanings to the company and its products and services. Studies showed that associations that are deep-seated in the memory affect consumer behavior toward the company or its brand. Switching behavior has become quite unprecedented among consumers in retail banking sector of The Gambia and several reasons accounts for this practice. Results of Pearson correlation statistics showed that there is a significant negative relation between customer brand perception (price perception, corporate image, customer satisfaction, quality of services and trust) and intention to switch banks.