Factors Influencing Brand Switching Behavior

Abstract

The field of communications has grown into an important part of the modern, fast-paced world we live in now. As the market develops, mobile communication services will become more similar, and there will be more competition to get and keep new customers. Because of this, mobile service providers will have to focus more and more on customer satisfaction to keep and grow their market share and profits ("Redirecting," n.d.). In a competitive market, businesses must consider many things to keep customers and stay ahead. So, if mobile operators want to stay at the top of the market, they need to find out what makes their customers happy and loyal ("Donald, R.O.," 2015). When these factors were against good customer retention management, they caused customer dissonance and made customers want to switch from one provider to another. Since mobile number portability has been in place, the number of mobile users has gone up ("Venkatachalam, V., and Harikaran, S., 2015). Transferring a mobile phone number from one mobile service provider to another while maintaining the same phone number is called "mobile number portability." Cellular network subscribers often sign up with a particular provider, but eventually switch to a different network when they realize that their current services do not meet their communication needs or when they find other providers offering better services. As Li and Li (2020) note, brand switching has become increasingly important for cell phone companies, as it can lead to one company losing customers while another gains them simultaneously. The traditional approach of optimizing product prices and features is no longer sufficient to ensure long-term success. In today's globalized and technology-driven market, competition is fierce and markets are complete. The reasons why customers switch providers in the telecommunications industry are numerous, including factors such as Price, trust, customer satisfaction, customer service, inconvenience, perceived expectations, perceived quality, perceived service quality, brand image, and price perception (Li & Li, 2020). Therefore, companies must prioritize customer retention to avoid losing their customers to competitors. In today's challenging economy and competitive business world, it is crucial to keep your clients satisfied and provide them with reasons to stick with your company.