Push-Pull-Mooring Factors and Switching Intention: Evidence from BYOND by BSI Users

Abstract

This study examines the impact of Push, Pull, and Mooring (PPM) factors on customer switching intentions in the BYOND by BSI mobile banking service. Using a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 150 active users in Jabodetabek region through purposive sampling. The results show that push and pull factors significantly increase switching intention, while mooring factors do not significantly moderate these relationships. Dissatisfaction with the current service and the appeal of alternative mobile banking platforms are the main drivers of switching, whereas switching costs and psychological barriers are insufficient to retain customers. These findings provide practical insights for improving service quality and customer retention strategies in Islamic digital banking.