Factors Affecting Brand Switching Behavior in Telecommunication: A Quantitative Investigation in Faisalabad Region

Umair Manzoor · Sajjad Ahmad Baig · Muhammad Ibrahim Shahid

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

The purpose of the study is to investigate the factors effecting brand switching behavior of customers in the telecommunication industry of Pakistan. The study is conducted in Faisalabad city. A quantitative approach has been employed to measure the relationships between the variables of the study. Primary data was collected through a Questionnaire. The sample of 204 respondents were selected on the basis of convenient sampling. SPSS was used to record and compute data. The Regression analysis, reliability, and Correlation tests were applied in order to test 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.

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2009Social media: The new hybrid element of the promotion mix 2000Service Management and Marketing: A Customer Relationship Management Approach 1992Marketing Services: Competing Through Quality 2004Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context 2005Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context 2001The impact of switching costs on the customer satisfaction‐loyalty link: mobile phone service in France 2008Customer Equity Drivers and Future Sales 2004An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China's Telecommunication Industry

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