Abstract:
This study intended to examine the Banking Factors Influencing Customer Switching
Behavior in Commercial Banks in Tanzania: A Case Selected Commercial Banks in Dar
Es Salaam, after employing descriptive design and questioning 4900 respondents. The
comprehensive study on customer behavior in selected commercial banks in Dar es Salaam
reveals that the shifting patterns among customers are profoundly influenced by three key
factors: service costs, service quality, and convenience. Customers emphasized the pivotal role
of affordability and competitive pricing in their choice of a bank, highlighting the necessity for
banks to carefully manage pricing structures. Additionally, superior service quality elsewhere
was found to influence customers' decisions to switch, emphasizing the need for continual
investment in service enhancements. Moreover, customers stressed the importance of
accessibility and user-friendly digital tools, underlining the significance of creating seamless and
accessible banking experiences. These findings underscore the imperative for banks to adopt
customer-centric approaches in pricing, service quality, and convenience improvements,
ultimately fostering customer satisfaction, trust, and long-term loyalty, benefiting both customers
and the banking institutions
