Academic research · Sonali Bank
Customer Switching Factor Analysis
Why do customers switch banking from Sonali Bank PLC to Private Banks?
- Type
- Academic Research
- Context
- Sonali Bank internship
- Area
- Switching & retention
- Focus
- Banking Customers
Overview
Alongside my three-month internship at Sonali Bank, I carried out an academic research project examining the factors associated with customers switching from one banking provider to another.
The project sits at the intersection of consumer behavior and customer retention — understanding what drives people to leave, and what that means for how a bank builds lasting relationships.
Research question
What are the key factors influencing customers’ decisions to switch from Sonali Bank PLC to private commercial banks in Bangladesh, particularly in terms of service quality, service efficiency, digital banking facilities, and customer convenience?
Methodology
This study follows a descriptive, qualitative, and observation-based approach, using primary information gathered through internship observations and informal discussions with bank officials at Sonali Bank PLC, Principal Branch, from November 2, 2025, to February 2, 2026, along with secondary information from annual reports, the official website, books, journals, articles, and previous research.
Key findings
The study suggests that slow service processing, long waiting times, manual procedures, limited digital banking convenience, customer service quality, and accessibility may influence customers’ decisions to switch to private commercial banks, while Sonali Bank PLC retains strengths in government ownership, institutional reputation, and its extensive branch network.
Marketing implications
Sonali Bank PLC could improve customer retention by increasing service efficiency, modernizing digital banking facilities, strengthening customer relationship management, training employees in customer service, simplifying banking procedures, and introducing effective customer feedback and complaint-handling systems while leveraging its established reputation and branch network.
Research Document
Customer Switching Factor Analysis — Internship Project Summary
Explore the research objectives, methodology, key findings, and recommendations from my Sonali Bank internship project.
Customer Switching Factor Analysis — Internship Project Summary
PDF Document