SWITCHING BEHAVIOR NASABAH BANK: TINJAUAN EMPIRIS TEORI KEPERILAKUAN DI KOTA MAKASSAR

Abstract

Public understanding of Islamic banking services is still low. The purpose of this research was to analyze thefactors that influence the switching behavior of bank customers. This research method used a quantitative approach anddata collection used a questionnaire was to 200 bank customers who were taken on a non-probability sampling andanalyzed by using SPSS version 21. The results of hypothesis testing indicated that attitudes, subjective norms,perception behavioral control, and a easy system and the procedures have a positive and significant effect on the intentionto switch bank customers, while social influences and effort expectancy do not affect have an to intention of switch bankcustomers. This research is relevant for management to design service products that provide convenience for users toincrease the intention of users to transact with Islamic banks.