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Factors Behind Brand Switching In Telecommunication Industry Of Pakistan

Author

Listed:
  • 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

Purpose The purpose of this research is to analyze thefactors which encouragebrand switching among customers in 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 telecommunication sector.Hence, this research aims to explore the brand switching behavior of consumer in telecommunication sector.Methodology The data for this research was gathered through 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 in order to test research hypothesis.Findings The findings reveal that price, brand image, network quality, value added services and promotional activities directly influence consumer switching behavior among youngsters.Practical implications 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.

Suggested Citation

  • Sobia Shujaat & Dr.Nadeem A.Syed & Usama Ahmed, 2015. "Factors Behind Brand Switching In Telecommunication Industry Of Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 11(2), pages 29-40.
    • Handle: RePEc:aib:ibtjbs:v:11:y:2015:i:2:p:29-40
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2015.112.3
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    References listed on IDEAS

    as
    1. van Heerde, H.J. & Gupta, S. & Wittink, D.R., 2003. "Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No it is 1/3," Discussion Paper 2003-5, Tilburg University, Center for Economic Research.
    2. van Heerde, H.J. & Gupta, S. & Wittink, D.R., 2003. "Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No it is 1/3," Other publications TiSEM c3c61e8f-85d4-4afc-93a5-f, Tilburg University, School of Economics and Management.
    3. M. Sathish & K.J.Naveen & V.Jeevanantham, 2011. "A study on consumer switching behaviour in cellular service provider," Far East Journal of Psychology and Business, Far East Research Centre, vol. 5(2), pages 13-22, November.
    4. M.Sathish & K.Santhosh Kumar & K.J.Naveen & V.Jeevanantham, 2011. "A Study on Consumer Switching Behaviour in Cellular Service Provider: A Study with reference to Chennai," Far East Journal of Psychology and Business, Far East Research Centre, vol. 2(5), pages 71-81, February.
    5. Sloot, Laurens M. & Verhoef, Peter C., 2008. "The Impact of Brand Delisting on Store Switching and Brand Switching Intentions," Journal of Retailing, Elsevier, vol. 84(3), pages 281-296.
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    Cited by:

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    2. Wajeeha Aslam & Imtiaz Arif & Kashif Farhat & Marium Khursheed, 2018. "The Role of Customer Trust, Service Quality and Value Dimensions in Determining Satisfaction and Loyalty: An Empirical Study of Mobile Telecommunication Industry in Pakistan," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(2), pages 177-194.

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