A Study on Factors Influencing Customer Brand Switching Behavior in Indian Telecom Market

Abstract

The Telecom Industry of India is growing and emerging. India has a huge population that stands in second place in terms of total customers globally, with a customer base of over 1.2 billion. Over the last couple of years, the business has seen rapid growth fundamentally dictated by reasonable levies, wider connectivity, Mobile Number Portability (MNP), 3G and 4G inclusion, and advancing utilization examples of supporters OTT services and a helpful administrative condition. India positions second as far as media transmission memberships, web endorsers, and application downloads internationally. Nowadays, both public and private sector businesses invest in their assets and new technical systems to enhance the level of service they offer to their customers. Almost a decade ago Indian Telecom Industry had 10 players, while only four service providers (Airtel, Jio, Vodafone-Idea, and BSNL) are the current service providers. Due to high competition in the telecom industry after Reliance Jio, customers are lured to switch the service provider as other service providers are also offering competitive pricing. This study centers on distinguishing factors affecting customer brand switching behavior in the Indian Telecom market. The research suggests that by providing some value-included administrations and feasible valuation methodologies, telecommunications specialist organizations can regulate consumer brand transfers' actions and keep possession of customers.