Factors Influencing Consumer Brand Switching Behavior in Telecommunication Industry: an Empirical Study

Abstract

India has emerged as the fastest-growing mobile phone market in the world. The mobile phone was hyped as a revolutionary gadget in the twenty-first century. With the advent of advanced technologies like GSM, CDMA, WLL, 4G, and 5G technology and a growing number of service providers, the competition has increased substantially. Day by day, both the public and private players are putting in their resources and efforts to improve their services to give the maximum to their customers. Hyper competition in the telecommunication industry, availability of a number of subscriber options for consumers, and diverse tariff rates offered by each player influence consumers to switch services providers. This study focuses on identifying factors behind consumer brand-switching behavior in the telecommunication industry. On the basis of questionnaires administered to consumers in the telecommunication industry, the study reveals that by providing value-added services and effective pricing strategies; telecom service providers can control consumer brand-switching behavior and can retain customers.