Online social influence in switching of personal current accounts

21 February 2018

The literature indicates that online social influence seems to play a role in customer switching behaviour, but this has not been confirmed yet. The primary research objective is to examine does online social influence have a measurable effect on product adoption, specifically on customer switching in retail banking? Looking for respondents in the UK & Ireland that are 18+ to complete the survey available on the links shown.

Requirements

Take part in this study

Keywords

• Waterford Institute of Technology
• Marketing
• Customer behaiviour
• Customer switching
• social influence
• eWOM
• opinion leaders
• Theory of Planned Behaviour
• Bank switching
• Communications Marketing
• Persuasion Research

Ethical approval

This study has been approved by the Ethics Committee of the School of Business in Waterford Institute of Technology, Ireland on 08/01/2018

About the researcher

I am a professional marketer with over 20 years industry experience. This research is being carried out as part of the Doctorate in Business Administration programme in WIT, Ireland. My area of expertise is the development of marketing strategy and I focus on Relationship Marketing, Customer Retention, and Online Social Influence.

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