Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration


Diane Dusick


Bank leaders spend an average of $727 to acquire a new customer and $287 to retain current customers. Grounded in customer relationship management and adaptation level theories, the purpose of this correlational study was to examine the relationship between service quality and customers' intention to switch banking service. An online survey was administered to 203 Jamaican banking customers. The target population was selected to identify if the Jamaican banks' customer service adhered to the customer satisfaction principles developed by Parasuraman. The independent variables were the 10 dimensions of service quality. Competence, courtesy, credibility, and access were removed because of multicollinearity issues. The dependent variable was the customers' intention. The results indicated a statistically significant relationship, F(6, 196) = 15.074, p < .001, between service quality and customer intent to switch banking services. The six predictors: tangibles (r = -.303, p < .005), reliability (r = -.253, p < .008), responsiveness (r = .35, p < .001), safety (r = -.433, p < .001), communication (r = -.184, p < .028), and empathy (r = -.357, p < .001), accounted the largest variance for (β = -.316) of the customers' intention of the Jamaican banking service. The implications for positive social change include the potential for bank leaders to develop customer-focused banking policy, increase customer satisfaction, and decrease costs related to losing customers, thus increasing profitability.