An Investigation on Consumer Switching Behavior in an Asian Telecommunication Market

The paper investigates the determinants of consumer switching behavior in the Indian telecom industry, overcoming the scarcity of research from emerging economies. The study collected data using a questionnaire instrument directly from the customers and was selected through purposive sampling. Binomial probit regression technique was used for modeling purposes. The study concludes that the critical services, service specification, loyalty, and user engagement-related factors influence customer churn. The study specified the key sub-factors directly influencing these four factors. The findings are presented as a set of four different models. The article is the first exploration of the idea of proposing function-specific models and the use of purposive sampling. The study attempts to provide models that are convenient to administer, require specific data, specific to functional area, economic data collection, and may be used based on the context of an investigation. The paper suggests how to perform a convenient investigation using a small dataset.