Brand Image, Customer Satisfaction, and Switching Intention: An Empirical Study of Uzbek Commercial Banks

This article examines published evidence on bank brand perceptions, service satisfaction and switching intention in Uzbekistan. It uses the Center for Economic Research and Reforms survey summary covering more than 1,100 banking-service users and monthly Central Bank statistics from January 2024 to July 2025. The analysis compares indicators within their reported populations, calculates changes in remote banking counts and demonstrates what can be inferred about satisfaction and switching from published marginal percentages. Positive ratings ranged from 66% for foreign exchange to 81% for payments. Approximately 90% satisfaction with deposit servicing and a 1% intention to change banks were reported in the deposit-related summary. The Central Bank’s individual remote banking count rose from 42.24 million to 67.55 million, an increase of 59.9%. Published indicators cover different populations and do not provide joint respondent records. The individual-level links between brand image, satisfaction and switching therefore remain unestimated. The paper specifies a survey design that distinguishes replacement of the main bank from the use of a secondary provider.