The effect of corporate image, customer perceived value, relationship quality and switching intention among Islamic banking customers in Malaysia / Nor Hashima Hashim, Sharifah Latifah Syed A. Kadir

Considerable attention is now given to the concept of relationships between service
providers and their customers due to the rapid changing marketing environment and in particular the retail banking sector. The switching behavior phenomena are worth
investigating because by assessing switching intentions service providers can
implement defensive or offensive marketing strategies for their customers. This study
develops and empirically tests for examination of the relationships among corporate
image, customer perceived value, relationship quality and switching intention in an
Islamic retail banking context. The model is tested using structural equation modeling
analysis approach. The conceptual model allows Islamic banking service providers to
determine which among the two factors impact switching intention, enabling Islamic
service providers to determine appropriate strategies to reduce defection among their
bank customers.