Mrs Bijal Dodwani

Research project: Investigating the Effect of e-WOM on Switching Intentions of UK Bank Customers

Abstract

 There has been a significant shift in the positioning of customer relationship management as a central component of marketing strategies due to the low switching costs, the stiff market competition, and the desire to reduce the churn rate. The growing number of mid-sized challenger banks and digital banks in UK banking industry adding competition to the high street retail banks. As a result, high street retail banks in this sector are having difficulties retaining their customers, and as such, it is necessary to diagnose the reasons behind the changes in the customer base in order to deal with the problem. The use of Social Media platforms and the Internet facilitates the capture of these diagnostic cues to help in the process of improvising and corrections of services. By capturing and analysing customer feedbacks, electronic word of mouth can help to develop strategies based on customer's behavioural patterns from the analysis of the user feedbacks. The study further examines churn prediction using a  prediction model. The study contributes to the extant literature on banking service evaluations, construal levels, online reviews, and bank customers behavioural intentions.