Article | Open Access | Published: 7 December 2015
Factors behind Brand Switching in Telecommunication Industry of Pakistan
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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
Publisher:
ILMA UNIVERSITY
Published:
7 December 2015
Issue:
Issue 2 : Volume 11
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.