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 MobileSubscriber Intention for Switching between ServiceProviders 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.marketresearch.com

Alvarez BA, Casielles RV. “Consumer Evaluations of Sales Promotion: The Effect on Brand Choice”, Eur. J. Mark., 39(½): 54-70, 2005.

Arindam Mukharjee. “Customer Experience Management in the Telecom Industry”. Online article viewed on 8.3.2011, [Online] Available : http://ezinearticles. com/?Customer-Experience-Management---The-TelecomIndustry-Ahead&id=3642666, 2006