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A study on consumer switching behaviour in cellular service provider

Author

Listed:
  • M. Sathish

    (PSG Institute of Management (PSG College of Technology), Coimbatore)

  • K.J.Naveen

    (PSG Institute of Management (PSG College of Technology), Coimbatore)

  • V.Jeevanantham

    (PSG Institute of Management (PSG College of Technology), Coimbatore)

Abstract

Indian mobile market is a fastest growing market and is forecasted to reach 868.47 million users by 2013. India has seen rapid increase in number of players which caused the tariff rates to hit an all time low. This allowed the players to target the low income population increasing the market share. The availability of number of subscriber options for consumers and varied tariff rates of each player, lead the consumers to switch the service providers. The objectives of the study are to find the factors that influence the consumers in switching the service provider and to know the likeliness of switching the service provider. The type of research used for this study is descriptive research design. The area covered under this study was Chennai due to availability of well mixed population base in Tamil Nadu. A well structured questionnaire was designed and administrated to collect samples across Chennai. Due to high population and need for variety of respondents, Cluster sampling method was chosen. The sample size was 112. The variables considered for the study are Consumer demographics, Consumer satisfaction with existing service provider, Factors influencing the switching behaviour and factors affect the switching behaviour of consumers was grouped into 4 categories namely Customer service, service problems, usage cost and others. The results were found out from the study, which reveals that call rates plays the most important role in switching the service provider followed by network coverage, value added service, Customer care and advertisement plays the least important role. It is found that there is a relation between switching the service provider and the factors (Customer service, service problem, usage cost, etc.). After analysing the findings of the study, we suggest the mobile providers to concentrate on increasing network stability and setting tariff rates competitively.

Suggested Citation

  • 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.
    • Handle: RePEc:fej:articl:v:5b:y:2011:i:2:p:13-22
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    References listed on IDEAS

    as
    1. Moshe Givon, 1984. "Variety Seeking Through Brand Switching," Marketing Science, INFORMS, vol. 3(1), pages 1-22.
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    Cited by:

    1. Kashif Riaz & Dr. Rukhsar Ahmed, 2016. "Gauging Audiences’ Message Recall Through Brand Element Placement In Televised Commercials," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 12-19.
    2. Zulfitri & Surachman & Fatchur Rohman, 2018. "The Influence of Price Perception, Service Quality and Variation Behavior on Electronic Banking," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 470-487.
    3. Md. Shahnawaz Abdin & Dr. N. H. Mullick, 2016. "A Conceptual Perspective on Brand Switching Behaviour of Consumers in Telecommunication Industry," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 11(1), pages 50-58, April.
    4. Appiah, Dominic & Howell, Kerry E. & Ozuem, Wilson & Lancaster, Geoff, 2019. "Building resistance to brand switching during disruptions in a competitive market," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 249-257.
    5. Yogesh Verma & Maithili R. P. Singh, 2017. "Marketing Mix, Customer Satisfaction and Loyalty: An Empirical Study of Telecom Sector in Bhutan," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 121-129, May.
    6. 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.
    7. Gurjeet Kaur & Ritika Sambyal, 2016. "Exploring Predictive Switching Factors for Mobile Number Portability," Vikalpa: The Journal for Decision Makers, , vol. 41(1), pages 74-95, March.
    8. 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 11-13.

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    More about this item

    Keywords

    Switching Behaviour; Cellular service Provider; network stability;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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