Abstract:
This research is being conducted in order to evaluate effects of factors such as price, network
quality, switching cost, advertisements and trust on a customer’s brand switching behavior. The
study is particularly focused on the telecom sector of Pakistan so as to give a detailed
understanding to the five key players (Mobilink, Ufone, Telenor, Warid and Zong) that include
insights of how important each factor is and what are the reasons for each networks provider’s
customers to switch their cellular network. It is also followed up with a quantitative study based
on a sample of 100 respondents who were asked questions related to these five variables and
results were finalized using different tests in SPSS.
