IDEAS home Printed from https://ideas.repec.org/a/aib/ibtjbs/v11y2015i2p29-40.html
   My bibliography  Save this article

Factors Behind Brand Switching In Telecommunication Industry Of Pakistan

Author

Listed:
  • Sobia Shujaat

    (Assistant Professor at Bahria University Karachi)

  • Dr.Nadeem A.Syed

    (Associate Professor at SZABIST Karachi)

  • Usama Ahmed

    (Research scholar at the Bahria University Karachi)

Abstract

Purpose The purpose of this research is to analyze thefactors which encouragebrand switching among customers in telecommunication sector.Due to the low switching cost, the consumers easily shift from one network to another making it essential to study those factors and analyze the consumer switching behavior in telecommunication sector.Hence, this research aims to explore the brand switching behavior of consumer in telecommunication sector.Methodology The data for this research was gathered through use of a structured questionnaire which was duly filled by 500 participants.The participants were students from various universities in Karachi.The Regression analysis, ANOVA and Correlation tests were applied in order to test research hypothesis.Findings The findings reveal that price, brand image, network quality, value added services and promotional activities directly influence consumer switching behavior among youngsters.Practical implications The outcomes of the research can help telecommunication companies in deciding what factors are more important to keep customers loyal and to discourage brand switching.

Suggested Citation

  • Sobia Shujaat & Dr.Nadeem A.Syed & Usama Ahmed, 2015. "Factors Behind Brand Switching In Telecommunication Industry Of Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 11(2), pages 29-40.
    • Handle: RePEc:aib:ibtjbs:v:11:y:2015:i:2:p:29-40
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2015.112.3
    as

    Download full text from publisher

    File URL: http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/11.2/3.%20Factors%20behind%20Brand%20Switching%20in%20Telecommunication%20Industry%20of%20Pakistan.pdf
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.46745/ilma.ibtjbs.2015.112.3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. van Heerde, H.J. & Gupta, S. & Wittink, D.R., 2003. "Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No it is 1/3," Other publications TiSEM c3c61e8f-85d4-4afc-93a5-f, Tilburg University, School of Economics and Management.
    2. van Heerde, H.J. & Gupta, S. & Wittink, D.R., 2003. "Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No it is 1/3," Discussion Paper 2003-5, Tilburg University, Center for Economic Research.
    3. M. Sathish & K.J.Naveen & V.Jeevanantham, 2011. "A study on consumer switching behaviour in cellular service provider," Far East Journal of Psychology and Business, Far East Research Centre, vol. 5(2), pages 13-22, November.
    4. Sloot, Laurens M. & Verhoef, Peter C., 2008. "The Impact of Brand Delisting on Store Switching and Brand Switching Intentions," Journal of Retailing, Elsevier, vol. 84(3), pages 281-296.
    5. M.Sathish & K.Santhosh Kumar & K.J.Naveen & V.Jeevanantham, 2011. "A Study on Consumer Switching Behaviour in Cellular Service Provider: A Study with reference to Chennai," Far East Journal of Psychology and Business, Far East Research Centre, vol. 2(5), pages 71-81, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fatai Abiola Sowunmi & Abeeb Adetunji Bello & Adebayo Isaiah Ogunniyi & Abiodun Olusola Omotayo, 2022. "Delving Deeper into Market Concentration of Poultry Feed and the Driving Factors for Brand Switching: Evidence from Commercial Egg Producers in Nigeria," Sustainability, MDPI, vol. 14(13), pages 1-18, June.
    2. Wajeeha Aslam & Imtiaz Arif & Kashif Farhat & Marium Khursheed, 2018. "The Role of Customer Trust, Service Quality and Value Dimensions in Determining Satisfaction and Loyalty: An Empirical Study of Mobile Telecommunication Industry in Pakistan," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(2), pages 177-194.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kashif Riaz & Dr. Rukhsar Ahmed, 2016. "Gauging Audiences’ Message Recall Through Brand Element Placement In Televised Commercials," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 12-19.
    2. Sobia Shujaat & Dr. Nadeem A. Syed & Usama Ahmed, 2015. "Factors Behind Brand Switching In Telecommunication Industry Of Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 11(2), pages 11-13.
    3. Yogesh Verma & Maithili R. P. Singh, 2017. "Marketing Mix, Customer Satisfaction and Loyalty: An Empirical Study of Telecom Sector in Bhutan," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 121-129, May.
    4. Jia Niu & Shanshan Jin & Ge Chen & Xianhui Geng, 2024. "How Can Price Promotions Make Consumers More Interested? An Empirical Study from a Chinese Supermarket," Sustainability, MDPI, vol. 16(6), pages 1-21, March.
    5. Md. Shahnawaz Abdin & Dr. N. H. Mullick, 2016. "A Conceptual Perspective on Brand Switching Behaviour of Consumers in Telecommunication Industry," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 11(1), pages 50-58, April.
    6. Zulfitri & Surachman & Fatchur Rohman, 2018. "The Influence of Price Perception, Service Quality and Variation Behavior on Electronic Banking," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 470-487.
    7. Mitsukuni Nishida, 2017. "First-Mover Advantage Through Distribution: A Decomposition Approach," Marketing Science, INFORMS, vol. 36(4), pages 590-609, July.
    8. Appiah, Dominic & Howell, Kerry E. & Ozuem, Wilson & Lancaster, Geoff, 2019. "Building resistance to brand switching during disruptions in a competitive market," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 249-257.
    9. Gurjeet Kaur & Ritika Sambyal, 2016. "Exploring Predictive Switching Factors for Mobile Number Portability," Vikalpa: The Journal for Decision Makers, , vol. 41(1), pages 74-95, March.
    10. Abril, Carmen & Sanchez, Joaquin, 2016. "Will they return? Getting private label consumers to come back: Price, promotion, and new product effects," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 109-116.
    11. Di Li & Hu Wang, 2022. "Effects of retailers' free shipping promotions on manufacturers' product sales and product review ratings in multichannel retailing," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 1912-1925, September.
    12. Weaver, Robert D. & Moon, Yongma, 2010. "Private Labels: A Mechanism For Fulfilling Consumer Demand For Healthy Food?," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116397, European Association of Agricultural Economists.
    13. Daniel Herold, 2017. "Information Exchange in Retail Markets with Uncertainty about Downstream Costs," MAGKS Papers on Economics 201750, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    14. Timothy J. Richards & Elliot Rabinovich, 2018. "The long‐tail of online grocery shopping," Agribusiness, John Wiley & Sons, Ltd., vol. 34(3), pages 509-523, June.
    15. Dant, Rajiv P. & Brown, James R., 2008. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature," Journal of Retailing, Elsevier, vol. 84(4), pages 371-397.
    16. Bogomolova, Svetlana & Dunn, Steven & Trinh, Giang & Taylor, Jennifer & Volpe, Richard J., 2015. "Price promotion landscape in the US and UK: Depicting retail practice to inform future research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 1-11.
    17. David Besanko & Jean-Pierre Dubé & Sachin Gupta, 2005. "Own-Brand and Cross-Brand Retail Pass-Through," Marketing Science, INFORMS, vol. 24(1), pages 123-137, July.
    18. Chandukala, Sandeep R. & Dotson, Jeffrey P. & Liu, Qing, 2017. "An Assessment of When, Where and Under What Conditions In-Store Sampling is Most Effective," Journal of Retailing, Elsevier, vol. 93(4), pages 493-506.
    19. Marleen Hermans & Néomie Raassens & Kathleen Cleeren, 2024. "What is the impact of a conflict delisting on firm value? An investigation of the role of conflict and firm characteristics," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 240-259, January.
    20. Mortimer, Gary & Weeks, Clinton S., 2019. "How unit price awareness and usage encourages grocery brand switching and expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 346-356.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aib:ibtjbs:v:11:y:2015:i:2:p:29-40. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Syed Kashif Rafi (email available below). General contact details of provider: https://edirc.repec.org/data/fmilmpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.