Brand Switching in The Telecommunication Industry (Special Reference to the Western Province: Sri Lanka)

Abstract

Introduction: There is scholarly studies conducted in this field examining the relationship between brand switching with many variables such as promotion, service quality, competition, the economy of the country etc; the results of those researchers have provided contradictory arguments. Therefore, the main objective of the current study is to identify “brand switching in telecommunication industry among youth and adults in Sri Lanka special reference to the western province. The 32% of mobile phone users are represented in the western province which is out of all provinces. Design/Methodology/Approach: This study incorporated brand switching as the dependent variable and switching cost, service quality, promotion, customer experience and brand loyalty as explanatory variables. Data collected from a questionnaire via digital media using 255 participants aged 16 to 45 were used to generate the outcome of the study. The SPSS software and convenient sampling methods are used for analyzing and interpretation purposes. Findings: Test statistics indicate that there is a significant effect on brand switching by switching cost, service quality, promotion and customer experience but brand loyalty in not have a significant impact on brand switching.Conclusion: This study fulfils the existing research gap in business firms in the telecommunication industry in Sri Lanka impact and reasons for brand switching by different variables. These findings will help the industry for future decision making and stabling new marketing strategies to face the huge competition in the industry.