Brand Switchover Behavior in Customers using Telecommunication Services

Pakistan is considered as a market which is growing in terms of customers using telecommunication services. Telecommunication market has also become competitive and has provided different alternatives to customers. Due to competitive market customers show Brand Switchover Behavior. Brand Switchover Behavior has remained a point of concern for companies as it badly affects the concept of retaining a customer. This study identifies the factors influencing and affecting on Brand Switchover Behavior of customers using telecommunication services in the province of Sindh. A survey was conducted from 300 respondents selected by using convenient sampling and data was analyzed using Factor Analysis technique. Results suggest that Brand Switchover Behavior of customers using telecommunication services in Sindh is influenced by Value Added Services and Pricing Strategies.