Abstract
Customer switching behavior has a straight effect on the company’s productivity, sustenance and market shares. Getting a new customer requires a significantly more amount of cost relative to retaining an existing customer. The primary aim of the current study is to identify the factors influencing consumers switching behavior for the cellular service providers in two major metropolitan cities of Pakistan, i.e., Faisalabad and Lahore. For this purpose, the data were collected from 384 users of cellular networks, and a logistic regression model was applied for data analysis. The results revealed positive and significant influence of high internet charges, signal dropping, low internet speed, competitor ads, competitor’s better technology, and influence of family and friends on brand switching behavior. This study is beneficial for the service providers to understand the customer’s preference for a particular service attribute.
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Ahmad, W., Raza, N.F., Ahmed, T., Gill, F. (2022). Determinants of Brand Switching in Cellular Networks in Pakistan. In: Yaseen, S.G. (eds) Digital Economy, Business Analytics, and Big Data Analytics Applications. Studies in Computational Intelligence, vol 1010. Springer, Cham. https://doi.org/10.1007/978-3-031-05258-3_3
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DOI: https://doi.org/10.1007/978-3-031-05258-3_3
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