Empirical Analysis of Factors Effecting Brand Switching in Telecom Sector of Afghanistan

Mr. Rahim Jan, Dr. Pramod Matolia

Empirical Analysis of Factors Effecting Brand Switching in Telecom Sector of Afghanistan

Mr. Rahim Jan, Dr. Pramod Matolia

Volume 2 Issue 2 | Jun 2019

DOI: 10.31841/KJEMS.2021.57

Total Downloads: 11

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Abstract

Telecommunication industry is growing dramatically along with increase in customer base. Given that the market is mature, the firms are in increasing pressure to retain their customers or steal the competitor’s customers in order to enhance their customer base. In fact, this has become one of strategies in this competitive environment. With this background, the present study aims to identify relationship between the factors that influence the customers to switch from their particular service providers to others and to access the problems generally faced by the service users and their satisfaction towards the different cell phone (GSM) service providers The study adopted quantitative methodology and population of study was telecom industry’s customers. The convenience sampling has been adopted to choose customers for the survey. The questionnaire has been developed for investigation of the factors that influence brand switching in the telecom industry of Afghanistan. Around 100 customers responded to the surveyed. Overall findings revealed that price, service quality, brand image and product feature are significant factors influencing consumers brand switching behavior in telecommunication industry among Afghanistan customers. Product features are the main reason as more the number of features that are being provided by a cellular network service provider, the more customers they can attract.