Volume 11 Issue 2 2015


Sobia Shujaat
Assistant Professor at Bahria University Karachi.

Dr. Nadeem A. Syed
Associate Professor at SZABIST Karachi.

Usama Ahmed
Research scholar at the Bahria University Karachi.

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 PDF
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