Brand Switching – A Case of Mobile Telecom Industry in India

Abstract

Telecom is one of the fastest-growing and highly competitive industries in India. Due to number of factors such as customers’ low switching cost, price sensitivity, and availability of Mobile Number Portability (MNP), choices available to customers and there is increase in the brand switching by them across mobile networks. This increased competition among players set pressure on them to find ways and means to retain their customers. Hence it is important to explore the factors that make the consumer switch towards other cellular network brands. This research aims to explore the factors which lead to brand switching behaviour of consumer in telecom sector. The data for this research was gathered through use of a structured questionnaire which was duly filled by the users of various service providers in Mumbai area. The chi-square test is used to test research hypothesis and which was further supported by factor analysis. The findings reveal that price, network quality, loyalty, value added services and satisfaction directly influence switching behaviour among customers. The practical implication of the outcomes of the present study would be useful for the telecom companies in their marketing strategies aiming to keep customers loyalty and to discourage brand switching.

Keywords

• Telecom Industry
• Brand Switching
• Customers Loyalty
• Satisfaction
• Service Quality