Brand Switchover Behavior in Customers using Telecommunication Services

Authors

  • Dr. Noor Shah Bukhari Professor, Department of Public Administration, Shah Abdul Latif University Khairpur, Sindh Pakistan Author
  • Saifullah Shaikh Assistant Professor, Institute of Commerce, Shah Abdul Latif University Khairpur, Sindh Pakistan Author
  • Dr. Sajid Hussain Mirani Assistant Professor, Department of Public Administration, Shah Abdul Latif University Khairpur, Sindh Pakistan Author
  • Dr. Hussain Amar Lecturer, Government Islamia Arts, Commerce College & Postgraduate studies Centre Sukkur, Sindh Pakistan Author
  • Sarfaraz Ahmed Bhutto PhD Scholar, Institute of Commerce, Shah Abdul Latif University Khairpur, Sindh Pakistan Author
  • Qamar Abbas Mangi PhD Scholar, Institute of Commerce, Shah Abdul Latif University Khairpur, Sindh Pakistan Author

DOI:

https://doi.org/10.61841/v2w48w42

Keywords:

Telecommunication Services, Brand Switchover Behavior, customers

Abstract

Pakistan is considered a market that is growing in terms of customers using telecommunication services. The telecommunications market has also become competitive and has provided different alternatives to customers. Due to the 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 the 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 the data was analyzed using the factor analysis technique. Results suggest that the brand switchover behavior of customers using telecommunication services in Sindh is influenced by value-added services and pricing strategies. 

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Published

30.04.2020

Issue

Vol. 24 No. 2 (2020): 24 (2) 2020

Section

Articles

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Copyright (c) 2020 AUTHOR

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How to Cite

Shah Bukhari, N., Shaikh, S., Hussain Mirani, S., Amar, H., Ahmed Bhutto, S., & Abbas Mangi, Q. (2020). Brand Switchover Behavior in Customers using Telecommunication Services. International Journal of Psychosocial Rehabilitation, 24(2), 5423-5430. https://doi.org/10.61841/v2w48w42