YOUNG ADULTS' SWITCHING BEHAVIOUR IN THE CELLULAR SERVICE INDUSTRY OF PAKISTAN

Abstract

This study aims to understand the factors affecting the switching behaviour of young consumers in the cellular service industry of Pakistan. The present study has identified the significant (price and social influence) and insignificant (network coverage and promotion) factors that provoke consumers to switch their cellular service provider. This research used a quantitative research design, and data were collected using the questionnaire technique. Through random sampling, undergraduate students of private universities of engineering, computer science, and management sciences departments in Karachi, Pakistan, were selected and administered 270 questionnaires. However, 184 respondents provided their useful feedback with a response rate of 68%. The present study has identified that price and social factors play a significant role in influencing consumers switching behaviour. In contrast, promotion and network coverage do not impact young adults switching behaviour in the cellular service sector of Pakistan. Since the research has targeted the telecom industry of Pakistan, it contributes to the literature on marketing and consumer behaviour by identifying and comprehending the theoretical framework and dimensions associated with consumer switching behaviour.