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Over the years, "customer switching in banking industry has increased exponentially resulting in significant loss of business and reputation for the banks. Integration of global financial systems and intense competition has now compelled these financial institutions to focus more on building customer loyalty. However, retaining customers requires knowledge of factors that cause customer switching. This book provides an empirical insight into the factors that provoke customer switching in the commercial banks of Pakistan and attempts to ascertain the most and least important among them. In addition, the study identifies some useful strategies to improve customer satisfaction and retention thereby helping the policy makers in developing effective policies to scale down customer switching.

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M.com-18years(Position Holder). B.com-Honors(Position Holder). Studied; Finance, Accounting and Business Management at Hailey College of Commerce, University of the Punjab. Lahore,Pakistan.

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