FACTORS INFLUENCING BRAND SWITCHING BEHAVIOUR OF TELECOM CUSTOMERS

Abstract

The factors behind brand switching behaviour of consumers depend on the nature of the business, but generally, poor service quality is a major culprit. The research attempts to identify the factors influencing brand switching behaviour of telecom customers. The data has been collected from 352 telecom service users in Kerala. Hence, it is concluded that there is influence of customer satisfaction, service quality, price and customer loyalty on brand switching behaviour. But, there is no influence of brand image and trust on brand switching behaviour. Service providers should shift focus on building brand image and analyze more carefully the reason for customers to switch brands in their industries in order to increase loyalty among these customers. The telecom companies improve the overall brand images of their companies to improve customer satisfaction and reduce consumer switching from one mobile network operator to another.