Factors Affecting Brand Switching In Telecommunication Sector

The purpose of this study is to identify what are the factors that influence the customer's decision to switch to another telecommunication service company. The scope of the study is very important as mobile service industry is growing rapidly in Pakistan and this industry is facing a huge competition and there is a massive number of users who are switching from one brand to another so our study will be supportive in knowing those factors that influence brand switching and in analyzing the customers preference. Variables of our research are service quality, price, brand image, value offered, trust, satisfaction, customer loyalty where as the dependent variable is switching cost. Different techniques are used to collect data .The data analysis for this research done by using the statistical package SPSS. This research indicates several factors that play an important role in switching consumers in telecom industry