Competition factors influencing client switching behaviour within the commercial banking industry

Banks are faced with challenges of retaining clients and preventing them from switching to competitors. For many years the South African banking industry has been dominated by the big four banks that were not known to be client focused. The banks were also known for serving only the middle and high-income earners, with the banks having a high and non-transparent banking fee structure. As a result, Capitec Bank was established in 2001 and differentiated itself from the traditional ways of providing banking service. One of their value propositions, Capitec Bank provided low and transparent banking fees, provided a unique personalised service to cater for the unbanked market and is gradually serving the middle and high-income market as well. Capitec Bank managed to establish its presence in the South African banking industry despite the dominance of the big four banks. The banking industry environment has also been subjected to a number of changes, including the entrants of other non-traditional banks, changing client behaviour, technology, regulatory and political reforms and the current depressed economic conditions