Determinants Influencing Customer's Switching Behavior towards Banking Service Providers in Hanoi

The research aims to investigate the impact levels of determinants on customer’s switching behavior towards banking service providers in Hanoi, Vietnam. We conducted a questionnaire consisting of 21 observation variables with a 5-point Likert scale. Independent variables were measured from 1 “without impact” to 5 “strongly”. The method of data collection was done through the survey and subjects are customers in Hanoi that have used banking services. After checking the information on the votes, there are 343 questionnaires with full information for data entry and analysis. This study employs Cronbach’s Alpha test, and regression model. The results show that five determinants including (i) Service fees, (ii) Alternative attractiveness, (iii) Subjective norms, (iv) Satisfaction and (v) Trust had relationships with customer’s switching behavior towards banking service providers. Based on the findings, some recommendations are given for commercial banks in Hanoi to improve the quality services.