December 2025 Edition

E-Service Quality and Customer Switching Behavior of Deposit Money Banks in Ibadan

Adebayo Samuel EYINADE, Oluwakemi Taiwo OREAGBA

Abstract

The exponential growth of electronic banking has significantly
transformed the operations of deposit money banks (DMBs) in Nigeria
by enhancing service speed, convenience, and accessibility. Despite
these advancements, customer switching behaviour remains a growing
concern, largely due to persistent challenges in e-service quality. While
prior studies have focused mainly on customer satisfaction and loyalty,
limited attention has been given to how specific e-service quality
dimensions particularly reliability and e-customer service influence
customer switching behaviour in the Nigerian banking context. This
study addresses this gap by conceptually examining the relationship
between e-service quality and customer switching behaviour among
deposit money banks in Ibadan. The study adopted a conceptual research
design based on an extensive review and synthesis of relevant
theoretical and empirical literature on e-service quality and customer
switching behaviour. The analysis indicates that poor service reliability,
frequent service disruptions, and ineffective e-customer service are
major drivers of customer dissatisfaction and switching behaviour.
Conversely, reliable electronic platforms and responsive customer
support are likely to reduce switching intentions and enhance customer
retention. The study concludes that reliability and e-customer service are
critical determinants of customer switching behaviour in deposit money
banks. It is recommended that banks prioritize investments in stable
electronic banking infrastructure and strengthen customer support
systems to minimize customer switching in an increasingly competitive
digital banking environment.

Keywords

Customer switching behaviour, digital banking, e customer service, e-service quality, reliability

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