FACTORS BEHIND BRAND SWITCHING IN TELECOMMUNICATION INDUSTRY OF PAKISTAN

Abstract

Purpose:- The purpose of this research is to analyze thefactors which encouragebrand switching among customers in telecommunication sector. Due to the low switching cost, the consumers easily shift from one network to another making it essential to study those factors and analyze the consumer switching behavior in telecommunication sector. Hence, this research aims to explore the brand switching behavior of consumer in telecommunication sector. Methodology:- The data for this research was gathered through use of a structured questionnaire which was duly filled by 500 participants. The participants were students from various universities in Karachi. The Regression analysis, ANOVA and Correlation tests were applied in order to test research hypothesis. Findings:- The findings reveal that price, brand image, network quality, value added services and promotional activities directly influence consumer switching behavior among youngsters. Practical implications:- The outcomes of the research can help telecommunication companies in deciding what factors are more important to keep customers loyal and to discourage brand switching.