Major Stumbling Block in Brand Portability in Telecom Sector in Coimbatore

Abstract

The researchers are proposing a study is that it will examine the different factors which lead consumers to brand switching, determine the brand loyalty of consumers with preferred telecommunication networks. The study follows the quantitative process. A survey is prepared for data collection and for statistically testing the proposed model. The results of this study support the hypothesis that there is a positive relationship between the age of the respondents has the significant relationship with switched from any other provider or planning to switch. Results suggest that respondents changed their service provider one time, influenced by them to switch current service provider, satisfied with the promotional offers given by the service provider, and finally the brand portability is useful to them. This study will help the telecommunication networks to indentify the priority and preference of their customers