REASONS BEHIND BRAND

SWITCHING IN CELLULAR
SERVICE PROVIDERS

KAUSHIK.K
ROLL NO:- 11219

OBJECTIVE

To study the factors behind switching the brand

and Factors influencing the switching behavior of
consumer s in cellular service providers .

LITERATURE REVIEW

A Study on Consumer Switching Behavior in

Cellular Service Provider:

Factors influencing the switching behavior and factors that affect the
switching behavior of consumers and these were grouped into 4 categories
namely customer service, service problems, usage cost and others.
call rates play the most important role in switching the service provider
followed by network coverage, value added service, Consumer care and
advertisement which plays the least important role.

An analysis on the customer loyalty in telecom

sector: Special reference to Bharath Sanchar Nigam
limited, India

Both BSNL and MTNL are losing market share to private operators in the
mobile telephony segment. customer loyalty also paly a role in brand
switching
Factors affecting customer loyalty are satisfaction, trustworthiness,valus
etc.

An Empirical Research on Factors Affecting Mobile

Subscriber Intention for Switching between Service
Providers in India
As reported by Internet and Mobile Association of India Tele
Communication in India has moved beyond providing just voice
calls. The mobile subscriber are expecting more services from
their service providers apart from just making or receiving
calls from their mobile phones.

Reference:- African Journal of Marketing

Management Vol. 3(1)

pp. 1-5, January 2011 author Jessie John

Author: M.Sathish ; K. Santhosh Kumar ; K.J.Naveen, V.Jeevanantham Far
East Journal of Psychology and Business
Vol. 2 No 2, February 2011
Journals The ICFAI Journal of services marketing Volume V No: 2March
2006ICFAI university press Page no 35: Cellular mobile industry in India.
Websiteswww.trai.gov.inwww.dotindia.comwww.indiainfoline.comwww.m
arketresearch.com
Alvarez BA, Casielles RV. Consumer Evaluations of Sales Promotion:
The Effect on Brand Choice, Eur. J. Mark., 39(): 54-70, 2005.
Arindam Mukharjee. Customer Experience Management in the Telecom
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ezinearticles. com/?Customer-Experience-Management---TheTelecomIndustry-Ahead&id=3642666, 2006