Abstract:
Purpose- The main objective of this study is to know the factors that motivate consumers
of cellular services segment of telecommunication industry to shift from the usage of
services of one network to another network.
Methodology/sample- The study involved use of questionnaires covering the independent
variables price, service quality, trust and dependent variable brand switching filled by 100
respondents. The respondents belonged to different age groups, income groups and cellular
networks. To analyze the collected data Regression and Correlation techniques were
applied.
Findings- The results of the study indicated that the consumers of telecommunication
industry switch to another network due to high prices. Consumers are not influenced by
service quality and the trust is the only factor that helps to prevent the brand switching and
make customers loyal to their service provider.
Practical Implications- In this rigid environment consumers are free to choose services of
any network therefore, the outcomes of the research might help the marketing department
of cellular service providers to examine consumer behavior towards brand switching and
this research study is also helpful for those students who have wish to conduct further
research on Pakistani telecommunication industry.
