MAIYAKI, Ahmed Audu2023-06-132023-06-132018https://nigeriareposit.nln.gov.ng/handle/20.500.14186/718In the service sector moving from one service provider to the other involves efforts, time and money; thus, these serve as constraints to customer behavioral responses. Similarly, switching costs are regarded as powerful marketing tool used in influencing consumer behavior (Klemperer 1995). Interestingly, Zeithaml (1981) found that the effects of switching barriers are more prevalent in consumer services.The study investigates the moderating effect of switching costs on the relationship between consumer behavioural intention and its antecedents such as functional quality and technical quality with regards to retail banks in Nigeria. A sample of 800 bank customers was drawn from the selected banks operating in Kano metropolitan city of Nigeria. A multigroup analysis was employed using Analysis of Moment Structure (AMOS) software. The results revealed that switching costs have a significant moderating effect on the paths between technical quality, and behavioural intention. In contrast, switching costs do not have any significant moderating influence on the paths between functional quality and behavioural intention. As managerial and policy recommendations, managers should emphasize more on “what” is actually delivered to customers rather than the “how” or the process of delivery. Similarly, bank policy makers should deliver their services appropriately in such a way that customers perceive greater benefits than the sacrifices they madeenArticle