FACTORS BEHIND BRAND SWITCHING IN TELECOMMUNICATION INDUSTRY OF PAKISTAN
Download| Volume 11 Issue 2 2015 | |
|---|---|
| Author(s): |
Sobia Shujaat
Dr. Nadeem A. Syed
Usama Ahmed
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| Abstract | The purpose of this research is to analyze the factors which encourage brand switching among customers in the 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 the telecommunication sector. Hence, this research aims to explore the brand switching behavior of consumers in the telecommunication sector. The data for this research was gathered through the 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 to test the research hypothesis. The findings reveal that price, brand image, network quality, value-added services, and promotional activities directly influence consumer switching behavior among youngsters. 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. |
| Keywords | value added services, promotional offers, brand image, network quality |
| Year | 2015 |
| Volume | 11 |
| Issue | 2 |
| Type | Short Report |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | - | DOI | http://dx.doi.org/10.46745/ilma.jbs.2015.11.02.03 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/11.2/3.%20Factors%20behind%20Brand%20Switching%20in%20Telecommunication%20Industry%20of%20Pakistan.pdf | Page | 29-40 |