This thesis testifies the significance of switching barriers namely inertia, investment in relationship, switching costs, availability of alternatives and service recovery in the context of Swedish consumer. Though the barriers are proved as switching barriers it shows different trend in Swedish customers. That, inertia stands as a dominant barrier following other barriers in line with less effect. Other than those discussed barriers, “family ties/bond” was discovered as a new barrier. Moreover, due to high quality of internet banking in Sweden customers’ are compelled to be loyal with same bank. Findings of the Thesis also shows that, Swedish bank customers are less inclined to have other bank as secondary one