International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Factors Influencing Consumer Brand Switching Behavior in Telecommunication Industry: An Empirical Study

Author(s) N. Srividya, Akila B.
Country India
Abstract India has emerged as the fastest-growing mobile phone market in the world. The mobile phone was hyped as a revolutionary gadget in the twenty-first century. With the advent of advanced technologies like GSM, CDMA, WLL, 4G, and 5G technology and a growing number of service providers, the competition has increased substantially. Day by day, both the public and private players are putting in their resources and efforts to improve their services to give the maximum to their customers. Hyper competition in the telecommunication industry, availability of a number of subscriber options for consumers, and diverse tariff rates offered by each player influence consumers to switch services providers. This study focuses on identifying factors behind consumer brand-switching behavior in the telecommunication industry. On the basis of questionnaires administered to consumers in the telecommunication industry, the study reveals that by providing value-added services and effective pricing strategies; telecom service providers can control consumer brand-switching behavior and can retain customers.
Keywords Brand Switching, Consumer Behaviour, Telecommunication Industry
Field Sociology > Philosophy / Psychology / Religion
Published In Volume 5, Issue 1, January-February 2023
Published On 2023-01-07
Cite This Factors Influencing Consumer Brand Switching Behavior in Telecommunication Industry: An Empirical Study - N. Srividya, Akila B. - IJFMR Volume 5, Issue 1, January-February 2023. DOI 10.36948/ijfmr.2023.v05i01.1321
DOI https://doi.org/10.36948/ijfmr.2023.v05i01.1321
Short DOI https://doi.org/grmjr4
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E-ISSN 2582-2160
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