Factors Affecting Brand Switching Behavior in Telecommunication Industry of Pakistan: A Qualitative Investigation

Abstract

The purpose of the study is to investigate the factors effecting brand switching behavior of customers in telecommunication industry of Pakistan. A qualitative approach has been employed to measure the relationships between the variables of the study. Primary data was collected through the use of in-depth interview technique; open-ended questionnaire is used while transcripts were analyzed drawing from sample of education department. NVivo 11 version has been used to determine the relationship and to validate the study. This paper explores findings from a qualitative data through face-to-face interview about tendency of customers brand switching behavior towards telecommunication industry. The in-depth interviews revealed that quality of service, influence of family, friends & relatives and price structure were among the determining factors that influence customers’ satisfaction towards brand switching behavior. This research is limited only to mobile service providers in northern regions of Pakistan . Similar research could be employed in other regions of country and may be extrapolated to other verticals of telecom industry. This study assessed the influence of four variables whereas switching behavior may also be influenced by some other variables that have not been captured. Hopefully , this study will give great understating to telecom industry managers to formulate their strategies specifically suited to esteemed customer and leads towards customer retention. This study provides some valuable recommendations to practitioners to develop policies to ensure that there is enhanced quality of service, affordable and attractive packages for family members . Family and friends should be given more importance to suit different people and offer continuous sale-promotions to its customers.