Examining the Factors Affecting Customer’s Brand Switching in Telecom Sector of Pakistan

Abstract

Purpose: This research aims to understand the factors influencing brand switching in the telecommunication sector of Pakistan. The study focuses on mobile number portability (MNP) as a means of switching between networks and examines the impact of various factors such as service quality, price, promotion, trust, and product offerings on consumer behavior. The telecommunication industry in Pakistan is highly competitive, with companies vying for customer loyalty and satisfaction through attractive packages and offers. The study seeks to identify the aspects that lead customers to switch from one brand to another. Approach: The research employs a qualitative approach and highlights the need for quantitative research to test the identified variables' impact on brand switching. The study's objectives are to determine the influence of service quality, price, promotion, trust, and product offerings on brand switching. Findings: Regression and Correlation analysis were conducted and the hypothesis examined the combined effect of service quality, price, trust, promotion, and product offering on brand switching, and it was found to be supported. Implications: The research is significant for telecommunication service providers in retaining customers and increasing profitability by understanding and addressing the factors influencing brand switching.