%0 Journal Article
%T Factors Affecting Brand Switching Behavior in Telecommunication Industry of Pakistan: A Qualitative Investigation
%A Muhammad Abdul Rauf Shah
%A Mudassir Husnain
%A Amir Zubairshah
%J American Journal of Industrial and Business Management
%P 359-372
%@ 2164-5175
%D 2018
%I Scientific Research Publishing
%R 10.4236/ajibm.2018.82022
%X The purpose of the study is to investigate the
factors effecting brand switching behavior</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:Verdana;\">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</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:Verdana;\">technique; </span><span style=\"font-family:Verdana;\">open-ended questionnaire
is used</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:&quot;\"><span style=\"font-family:Verdana;\">while transcripts were analyzed drawing from sample
of education department. </span><span style=\"font-family:Verdana;\">NVivo 11
version has been used to determine the relationship and to validate the study.</span></span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:Verdana;\">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 &amp; relatives and price
structure</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:Verdana;\">were among the determining factors that influence
customers¡¯ satisfaction towards brand switching behavior. </span><span style=\"font-family:Verdana;\">This research
is limited only to mobile service providers in northern regions of Pakistan</span><span style=\"font-family:Verdana;\">.</span><span style=\"font-family:Verdana;\"> 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.</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:Verdana;\">Hopefully</span><span style=\"font-family:Verdana;\">,</span><span style=\"font-family:&quot;\"><span style=\"font-family:Verdana;\"> this
study will give great understating to telecom industry managers to formulate
their strategies specifically suited to esteemed customer and leads towards
customer retention. </span><span style=\"font-family:Verdana;\">This study
provides some valuable recommendations to practitioners to develop policies to
ensure that there is enhanced quality of service, affordable and
%K Telecomm Service
%K Customer Satisfaction
%K Switching Behavior
%K Mobile Users
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=82613