factors affecting brand swiching in telicome industry

8/19/2019 factors affecting brand swiching in telicome industry

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Project report

On

“Factors behind the brand switching in telecom

industry’’

Submitted by

Shevansh goelRoll no – 0561411!

"nder the guidance o#

$rs% $ugdha sehgal

&'ssistant (ro#essor)

Jagannath international management

school


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Kalkaji, New Delhi

Re(ort Submitted *o+ $s%


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ACKNOWLEDGEMENT

*he main ob,ective o# this (ractical training is to get in#ormation about the

#actors behind the brand switching in telecom industry%

- e.(ress my than/s and gratitude to #or (roviding me an o((ortunity to be

(art o# their team%

- am heartily obliged to $rs% $ugdha sehgal #or guiding and directing during

com(lete (ro,ect re(ort% - loved a lot is way o# im(arting the uality

/nowledge and molding me with the com(lete blend o# reuired s/ill #ortac/ling the (roblem at each and every ste(% - shall be highly #aith#ul #or all

her eort%

SUBMITTED TO

SUBMITTED BY

$rs% $ugdha sehgal

Shevansh goel

&'ssistant (ro#essor)


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DECLARETION

-2 hereby declare that the #ollowing documented 3ro,ect wor/ titled “Factors

behind the brand switching in telecom industry has been (re(aredunder the guidance o# 3ro#% $ugdha sehgal% *he (ro,ect wor/ is the result o#my own authentic wor/ and is original in all res(ect% ue re#erences have

been made to the researches te.ts ado(ted #rom various sources


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Contents

Acknowledgements................................................................................................................................ .....1

Chapter One...............................................................................................................................................6

Introduction................................................................................................................................................. 6

1.0 Introduction.....................................................................................................................................6

1.1 Background......................................................................................................................................6

1.1.1 Defining Brand Switching.......................................................................................................6

1.1.2 Tyes of Brand switching........................................................................................................6

1.1.! Brief "iew of #actors Inducing Brand Switching....................................................................$

1.1.% Brand Switching in Telecommunication Industry....................................................................$

1.2 &ationale of Study...........................................................................................................................'

1.! Aims and ()*ecti+es of &esearch....................................................................................................,

1.% &esearch -uestions..........................................................................................................................,

1. Scoe and Significance of &esearch..............................................................................................10

1.6 &esearch Structure.........................................................................................................................10

/hater Two.............................................................................................................................................. 12

iterature &e+iew......................................................................................................................................122.0 Introduction...................................................................................................................................12

2.1 Defining Brand Switching.............................................................................................................12

2.2 #actors &elated to Brand Switching...............................................................................................12

2.2.1 Switching /ost.......................................................................................................................12

2.2.2 rice.......................................................................................................................................1%

2.2.! Ser+ice -uality......................................................................................................................1

2.2.4 Trust .............................................................................................................................. .......16

2.2.5 Other Factors.....................................................................................................................1$2.! Brand Switching and oyalty........................................................................................................20

2.% Influence of Ad+ertisement on Brand Switching...........................................................................21

2. Summary of iterature &e+iew......................................................................................................22

/hater Three............................................................................................................................................2!

&esearch ethodology..............................................................................................................................2!


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!.0 Introduction...................................................................................................................................2!

!.1 Defining &esearch.........................................................................................................................2!

!.2 &esearch hilosohy......................................................................................................................2!

!.! &esearch Aroach........................................................................................................................2%

!.% &esearch ethods..........................................................................................................................2

!. Data /ollection Techni3ues...........................................................................................................2

!..1 Tyes of Data.........................................................................................................................2

!..2 rimary data collection techni3ues........................................................................................26

!..2.1 ()ser+ations...................................................................................................................... 26

!..2.2 Sur+eys.............................................................................................................................. 26

!..2.! Inter+iews.......................................................................................................................... 26

!..2.% #ocus 4rous..................................................................................................................... 26

!..! /ontrast of the data collection tools.......................................................................................2$

!..% rimary and Secondary data collection tools emloyed in research.......................................2$

!.. -uestionnaire Design.............................................................................................................2'

!.6 oulation and Samle..................................................................................................................2'

!.$ Time Scale of research...................................................................................................................2'

!.' "alidity and &elia)ility of &esearch..............................................................................................2,

!., &esearch 5thics..............................................................................................................................2,

!.10 ethod of Data Analysis......................................................................................................... ......!0

!.11 Summary of /hater......................................................................................................................!0

/hater #our..............................................................................................................................................!1

Data resentation.......................................................................................................................................!1

%.1 Introduction...................................................................................................................................!1

%.2 4eneral Information.......................................................................................................................!1

%.2.1 #re3uency Distri)ution of Age of Samle..............................................................................!1

%.2.2 #re3uency Distri)ution of 4ender of Samle.........................................................................!2

4 .2 .3 Typ e o f Tel ep ho ni c S erv ice..............................................................................................!!

4 .2 .4 M ob il e S er vi ce P rov id er .................................................................................................. !%

4 .2 .5 Swi tchin of !obi le service provider ............................................................................!

%.! #indings of 3uestionnaire...............................................................................................................!6

%.!.1 #indings of art 1...................................................................................................................!6

%.!.2 #indings of art 2...................................................................................................................%$


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%.% /onclusion.....................................................................................................................................6

/hater #i+e.............................................................................................................................................. $

Data Interretation and Analysis................................................................................................................$

.1 Introduction...................................................................................................................................$

.2 Analysis of #indings......................................................................................................................$

.2.1 Analysis of #actors Influencing Brand Switching..................................................................'

.2.2 Analysis of #actors &esisting Brand Switching.....................................................................60

.! /onclusion.....................................................................................................................................61

/hater Si................................................................................................................................................62

/onclusion.................................................................................................................................................62

6.1 Introduction...................................................................................................................................62

6.2 /onclusion.....................................................................................................................................62

6.! &ecommendations..........................................................................................................................6%

6.% #uture &esearch.............................................................................................................................6%

&eferences.................................................................................................................................................6

Bi)liograhy..............................................................................................................................................$0


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/hater (neIntroduction

1.0 Introduction/ustomers ha+e +ery imortant lace for the comanies. arket conditions ha+e )ecome +ery

cometiti+e and comanies are trying to cature share of each other. Due to intense cometition

in telecommunication industry customers of this industry fre3uently switch o+er from one )rand

to another. This research is going to in+estigate )rand switching henomenon in ersecti+e of

telecommunication industry. In this articular chater )ackground of study has )een elained.

1.1 Background

"."." #efinin $rand Switchin

/ustomers are +ery imortant layers of the market. Success of organi7ations deends on the

satisfaction le+el of customers. (riginations look forward for achie+ing long term success in the

market. ong8term success can )e achie+ed if comanies go side )y side with all of their

stakeholders. In all stakeholders9 customers ha+e most imortant lace. /ustomers ha+e different

ercetions9 attitudes9 and )eha+iors towards different )rands. /ustomers often switch o+er from

one )rand to the other deending uon +arious factors. Brand switching occurs when customers

switch their loyalties from one roduct to the other one. /ustomers: shift from one roduct to

another roduct of similar nature is called )rand switching )eha+ior of customers ;4arland9

2002 is not

a+aila)le at a sho customer can shift to cigarette =B>9 this is temorary )rand switching. It can

)e long lasting if customers shift to articular )rand ermanently. ermanent )rand switching is

harder to change. Brand switching is )asically a rocess )y which customers choose to switch

from a roduct or )rand of routine use to another roduct or )rand of similar nature.


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Brand switching can )e aggressi+e or defensi+e. Aggressi+e )rand switching is that tye of

switching in which customers are induced )y ad+ertisement of romotions to )uy a )rand

different from the )rand urchased re+iously. (n the other hand defensi+e )rand switching is a

tye of switching in which ad+ertisement of romotions of comany induce customers to )uy

again re+iously urchased )rand. Defensi+e )rand switching is a strategy of comanies in order

to induce loyalty in customers ;udi9 200%


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;5d+ardsson9 4ustafsson and &oos9 200%


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created trou)le to the customer loyalty. /ustomers kee on switching )rands in

telecommunication sector. (ther than rice and ad+ertisement num)ers of factors are resonsi)le

for )rand switching )eha+ior of customers. Success of comanies is identified )y the reeat

urchase intention of customers so comanies must understand the factors that make their

customers to switch )rands. /omanies need to understand the ways that can re+ent )rand

switching and enhance )rand loyalty. By analy7ing the factors influencing )rand switching

comanies can take stes for reducing )rand switching. The current study is going to in+estigate

the factors that influence )rand switching in telecommunication industry. #urthermore9 research

will also in+estigate the factors that can re+ent )rand switching.

1.! Aims and ()*ecti+es of &esearch

&esearch has )een conducted )y considering a num)er of o)*ecti+es. The aim of current study is

as followsC

=To eamine the factors influencing )rand switching in telecommunication industry>

The aim of the research has )een eanded through following o)*ecti+esC

• To in+estigate )rand switching )eha+ior from literature re+iew

• To eamine the factors that influence )rand switching in telecommunication industry

• To eamine the factors that re+ent )rand switching in telecommunication industry

• To study the customer references of mo)ile ser+ice ro+iders in telecommunication

industry of India.

• To roose recommendations to the mo)ile ser+ice ro+iders for increasing customer

loyalty

1.% &esearch -uestionsDe+eloing research 3uestions is the most critical hase of any research. The whole research

ro*ect is actually )ased on research 3uestions ;orman9 200,


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• Ehich mo)ile connection do you ha+eF

• Ehat kind of ser+ice you ha+e

• (+erall9 how would you rate your ser+ice ro+iderF

•

ow long ha+e you used the ser+ice of that comanyF

1. Scoe and Significance of &esearch

&esearch has )een conducted )y the student of )com hons in order to comlete his academic

course in effecti+e way. By the comletion of this research9 he will understand research

methodology and the toic area. Telecommunication industry has )ecoming +ery cometiti+e

day )y day and customers are )eing eosed to a num)er of choices. This research e+aluates the

factors that influence customers to switch o+er other mo)ile ser+ice ro+iders. #actors secific to )rand switching in telecommunication market are e+aluated. This research is significant for the

researcher as well as for the mo)ile ser+ice ro+iders. /omanies can aly recommendations of

this research in order to enhance customer loyalty and to sto customers to switch o+er other

)rands.

1.6 &esearch Structure

This articular research is comosed of si chaters. 5ach chater reresents its secific urose. All the chaters are interconnected with each other so that a flow in research can )e

maintained.

'hapter One

The first chater of research is =Introduction>. This chater reresents )ackground of

telecommunication industry of India and also o+er+iews the imortance of studying )rand

switching. Aims and o)*ecti+es of research are ela)orated in introduction.

'hapter Two

The second chater of research is =iterature &e+iew>. This chater reresents the core areas of

research toic in detail. The work of re+ious researchers related to )rand switching in

telecommunication industry has )een resented in this chater.


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'hapter Three

Third chater of research is =&esearch ethodology>. This chater reresents the rocedure that

how researcher is going to achie+e aims and o)*ecti+es of this research. &esearch design9

aroach9 and methods of research are illustrated here.

'hapter Four

The fourth chater of research reresents the data collected through data collection tools. Data

has )een reresented in the form of ercentages9 charts and grahs. #indings of the whole

3uestionnaire are reresented in systematic way.

'hapter Five

#ifth chater of research analyses all the findings of the research resented in the re+ious

chater. Detailed discussion on the findings of research has )een conducted in this chater.

&esearcher has made his own *udgment on the findings of the research and also related them to

the theory discussed in the literature re+iew.

'hapter Si(

This chater reresents conclusion of the study. All the findings and results are gi+en shae of

conclusion. &esearcher has re+iewed all o)*ecti+es and aims of the research in this chater. This

chater reresents that to what etent researcher has succeeded in achie+ing aims and o)*ecti+es

of this articular research.


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/hater Twoiterature &e+iew

2.0 Introduction/ustomer is the most imortant layer of market. All the efforts of comanies are directed

towards customers. /ustomer can either remain loyal with a articular )rand or switch to another

one. This articular study is going to e+aluate the factors influencing customers to switch )rands.

This chater resents work of re+ious researchers regarding )rand switching. #actors

influencing )rand switching ha+e )een critically analy7ed in the light of re+ious researches on

)rand switching.

2.1 Defining Brand SwitchingBrand switching has )een defined )y many researchers in different contets. Termination of

customer relationshi with articular ser+ice ro+ider and continuation of relationshi with a

new ser+ice ro+ider is called )rand switching ;ouri9 200


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influence of switching cost on )rand switching. Burnham9 #rels and aha*an ;200!< ha+e

defined switching cost as the cost which incurs when customers switch from one roduct or

ser+ice to the other. Switching cost does not incur immediately at the time of switching rather it

is a rocedural cost. They also notified that switching cost is not restricted as economic costs

rather there are num)er of other costs related to it. /ustomers may consider search cost9

ac3uiring cost9 learning cost9 and ercei+ed risk while deciding a)out switching cost.

Switching cost has )een categori7ed into three grous )y Burnham9 #rels and aha*an ;200!


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2.2.2 Price

In all markets including telecommunication market rice is the main factor that encourages )rand

switching. Dong and Eon9 ;200$< has resented three +aria)les related to rice which can affect

switching )eha+ior of customers. These three +aria)les areC 1< ricing structure9 2< ricingscheme9 !< Additional fee. In telecommunication industry call charges determine the ricing

structure of comanies. rice scheme is )asically the a+aila)ility of a +ariety of rice lists.

Additional fee is )asically the fee of additional ser+ices such as acti+ation charges9 termination

charges and charges of +alue added ser+ices. /hange in demand in resonse to change in rices

is called sensiti+ity of demand ;#uha9 200


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2.2.3 Service )uali ty

Ser+ice is intangi)le in nature and it is racticed )y the customers simultaneously at the time of

roduction and consumtion. /ontact of customers and ser+ice ro+iders deli+ers ser+ice to the

ultimate customers ;4ronroos9 1,,0


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All these dimensions determine the 3uality of ser+ices ro+ided )y the comanies. If comanies

ro+ide high 3uality ser+ices9 image of comanies can )e enhanced and customer interaction can

also )e increased. It can also lead to eansion in customer )ase )ecause ositi+e word of mouth

of satisfied customers attracts new customers. (n the whole financial erformance of comanies

is imro+ed if they ro+ide high 3uality ser+ices ;Hames9 1,,'


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true at the eectations of the other arty. Serkan and (7er ;200< suggest that )uilding trust is a

rocess in which one arty must )e caa)le of fulfilling the eectations of other arty regarding

cost and )enefits. It is an imortant factor in affecting commitment of customers to the comany.

Hun and Bin ;200< suggest that in order to )uild customer loyalty9 trust among arties has )eenthe key element. Trust assists customers in making decision a)out urchase and it also gi+es

customers a sense of confidence on the ser+ice ro+iders. Hun and Bin ;200< ha+e studied effect

of trust on customer loyalty in ersecti+e of telecommunication industry. They found four

elements of trust i.e. eerience9 communication9 )rand loyalty and relation contact of artners.

Trust among ser+ice ro+iders and customers act like a relationshi reser+ing force. If

customers ha+e trust on ser+ice ro+iders9 short term alternati+es cannot affect the customer

loyalty. It can )e said that trust has ositi+e relationshi with customer loyalty. 4anesen ;1,,%<

suggest that trust reduces ercei+ed risk and it also reflects credi)ility of comanies. e suggests

that trust on ser+ice ro+iders reduces uncertainty in today:s cometiti+e and uncertain

en+ironment. In other words customers switching )eha+ior is affected )y the le+el of trust on

ser+ice ro+iders.

iterature re+iew discussed a)out trust suggests that customers are less likely to switch )rands on

which they ha+e trust. If ser+ice ro+iders assure their customers a)out the fulfillment of their

eectations9 )rand switching can )e minimi7ed. (n the other hand if ser+ice ro+iders fail to

esta)lish trust )etween customers and themsel+es9 customers are more likely to switch o+er

cometitors: )rands.

2.2.5 Other Factors

A)o+e mentioned factors are critical to the customer switching )eha+ior. Besides these factors

there are many other factors identified )y other researchers that influence customer switching

)eha+ior. /ustomer switching decision is not a static and fied decision rather it is a rocess

which is descri)ed in terms of three stages i.e. trigger9 rocess and outcome ;Inger and #rimen9

200'


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ha+e to change their mo)ile sets. This function can also )e related to switching cost. Su)scri)er

lock8 in raises switching cost and makes customers to stay with the )rand with which they are

attached ;Dong and Eon9 200$


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migrate from their eisting network to another more than one time with a ga of three months.

The migration is comleted within a coule of days )y the oerator against minimal charges.

2.2.7 M/P in &ndia

)ecame a+aila)le in India from 01 Hanuary 20119 howe+er9 the national rollout of

across all state and telecom circles occurred on 0! Huly 201. is regulated under ro+isions

of =um)er orta)ility &egulations> and =orting rocess 4uidelines>. ormal orting time for

)oth re8aid and ost8aid su)scri)ers is %8days after the su)scri)er settles his contractual

o)ligations with concerned donor oerator. India o)ile um)er orta)ility Data)ase imited

was esta)lished )y the si cellular mo)ile oerators to act as a centrali7ed clearinghouse for

.

2.2.8 M/P 'reates 'o!pet it ion a!on Players

created cometition among the cellular mo)ile oerators and forced them to introduce new

ackages for the su)scri)ers. o)ile hone oerators: full8fledge ad+ertisements and marketing

camaigns ha+e )ecome fruitful for them for )roadening of su)scri)ers: )ase. Also9 the oerators

are now more cautious for imro+ing their ser+ices and offering new ackages in order to retain

their su)scri)ers. The su)scri)ers can migrate from their eisting network to another with the

same code and num)er more than one time with a ga of three months. The migration is

comleted within a coule of days )y the oerator against minimal charges.

2.3 Brand Switching and Loyalty

Brand switching is the )eha+ior of customers to change their usual roducts and switch o+er the

others. oyalty is )asically the )eha+ior of customers to continue urchasing a articular roductor ser+ice.

/ustomer loyalty is defined as ositi+e attitude of customers towards reurchasing and continued

commitment to a articular )rand in future ;/hu9 200,


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eected to change their loyalties to cometitors: )rands e+en if there is decrease in rice of

cometitor:s )rands ;Bowen and Shoemaker9 200!


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Ad+ertisement is focused at attracting new customers as well as retaining eisting customers.

Ad+ertisement lays +ery imortant role in ersuading non loyal customers to )e loyal with the

comany. It also re+ents loyal customers to switch o+er other )rands. It has also )een found that

ad+ertisement ersuades loyal customers to send more on eisting )rands of comany.

Ad+ertisement lays imortant role to make customers of cometitor:s )rands to switch o+er the

ad+ertised )rands. (n the other hand its defensi+e role is to maintain eisting customers of

comany. It can )e said that ad+ertisement lays dou)le role for loyal and non8loyal customers of

comany. It influences attitudes9 references9 and decision making rocess and urchase

intensions of customers. Ad+ertisement does not always focus on ersuading cometitors:

customers to switch o+er. 5hren)erg ;2000< suggests that main role of ad+ertisement is to

enhance satisfactory feelings in customers regarding the )rand urchased )y the customers. It

means ad+ertisement lays its rimary art in retaining customers rather than attracting new one.

Simon and Arndt 1,'0< also suggest that same thing that ad+ertisement focuses on retaining

eisting customers. They also suggest that customers who are familiar with the )rands are more

affected )y the ad+ertisement. /ustomers who are not familiar with the )rand are less affected )y

ad+ertisement. /omanies also design ad+ertisements in order to call )ack their re+ious

customers )y offering them attracti+e ser+ices.

2.5 Summary of Literature Review

Brand switching is a rocess in which customers tend to end relationshi with a articular

comany and start relationshi with a new one. All industries ha+e eerience )rand switching

)ut telecommunication industry is more eosed to it. There are many factors that influence

)rand switching. (n one end they ersuade customers to switch o+er other comany and on the

other hand they re+ent )rand switching. rice has )een found most influential factor in )rand

switching in telecom sector. Besides rice there ha+e )een many factors that enhance )randswitching like 3uality ser+ice9 co+erage area9 trust9 ad+ertisement9 and )rand image.

/hater Three


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&esearch ethodology

!.0 Introduction

ethodology of research has )een considered +ery imortant for the whole result )ecause it canactually imact the results of research. This chater resents detailed methodology of research

including hilosohy9 aroach9 methods9 and data collection tools. &esearcher has *ustified the

choices in accordance with the aims and o)*ecti+es of research.

!.1 Defining &esearchAn organi7ed rocess of en3uiring a henomenon or curiosity is called research ;4oddard and

el+ille9 200%


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the +alidity of the re+ious researchers. Statistical tools of analysis are used in order to test the

hyothesis under ositi+ism ;Saunders9 ewis and Thornhill9 200$


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whereas inducti+e aroach is related to ositi+ism. &esearcher has related )oth aroaches in

research in order to roduce correct results.

!.% &esearch ethodsThere are two tyes of research methods i.e. 3ualitati+e and 3uantitati+e research methods.

Attitudes9 ercetions and )eha+iors of eoles of society are researched through 3ualitati+e

research methods ;arshall G &ossman9 1,,,


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;Saunders et al9 200,


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for asking 3uestions from resondents. In semi structured inter+iews researcher asks 3uestions

+ia inter+iew guide. e can add more 3uestions during inter+iew deending uon the situation.

In unstructured inter+iews9 researcher does not reare nay inter+iew guide and asks

sontaneous 3uestions from resondents. These inter+iews ro+ide oortunity to the researchers

to ha+e detailed discussion with the resondents. &esonses roduced through inter+iews are of

high 3uality. Inter+iews are costly and re3uire greater time commitment. Due to high interaction

of resondents and inter+iewer results can )ecome )iased ;&uss and reskill9 2001


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3.5.5 )uestionnaire #esin

-uestionnaire can )e oen ended or close ended. #or this articular research close ended

3uestionnaire has )een de+eloed which aims at finding answers of research 3uestions.

&esearcher has de+eloed 3uestionnaire after considering aims9 o)*ecti+es and literature re+iewof research. It has two arts i.e. art =A> and art =B>. art =A> is related to resondents who

ha+e eerienced )rand switching whereas art =B> is for those resondents who ha+e ne+er

switched their mo)ile ser+ice ro+iders.

!.6 oulation and Samleoulation of a research is comosed of all the entities or indi+iduals who are directly attached

with the o)*ecti+es and aims of research. 4rou of eole from whom data is to )e collected is

called oulation. In this articular research oulation comrises of all mo)ile hone

su)scri)ers of India telecom market. a*or layers of telecom industry of India are airtel9

"odafone9 and idea.. All these ser+ice ro+iders ha+e huge customer )ase in India so it is not

feasi)le to collect rimary data form whole oulation. To resol+e this issue and a+ail

con+enience in data collection rocedure9 reresentati+e art of oulation has )een selected

which is called samle ;en9 200,


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scale is common in scientific researches. In this articular research data is collected only at one

time form resondents so it is a cross sectional research. ongitudinal time scale is irrele+ant to

aims and o)*ecti+es of research so it is a+oided in this research.

!.' "alidity and &elia)ility of &esearch"alidity of research is determined )y the correctness of research instrument ;Haco)sen9 2002


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)ecause of two reasons. (ne reason is to suort secondary data and the other reason is to

acknowledge the work of re+ious researchers.

!.10 ethod of Data AnalysisData collected through 3uestionnaire has )een analy7ed descriti+ely. Detailed discussions on

the results of research ha+e )een erformed. -uestionnaire results are analy7ed systematically. In

the first hase9 data has )een entered in S 5cel for con+ersion into ercentages. #indings of

each 3uestionnaire are transformed into ta)les and grahs. In the net hase of data analysis9

each ta)le and grah has )een discussed in detail. #indings are related with each other in order to

esta)lish relationshi in them. oreo+er9 findings of research ha+e )een comared with the

secondary data resented in the literature re+iew. &elationshi )etween rimary and secondary

data has )een esta)lished while analy7ing data.

!.11 Summary of /hater To eamine these factors triangulation methodology has )een adoted which encomasses

rimary and secondary data. ositi+ism and interreti+ism hilosohies are emloyed to eamine

)rand switching factors. Deducti+e aroach has )een adoted which relates to interreti+ism

whereas inducti+e aroach has )een adoted which is related to ositi+ism research hilosohy.

rimary data has )een collected though a 3uestionnaire sur+ey. &esearcher has designed a closeended 3uestionnaire in order to conduct sur+ey. -uestionnaire has )een de+eloed )y

considering aims and o)*ecti+es of research. Data has )een collected from a samle of $0 mo)ile

hone su)scri)ers from India. &esearcher has selected samle through con+enience samling

techni3ue. 5thical issues like confidentiality of data9 no harm to any)ody9 honest ractices of

data collection and lagiarism issues ha+e )een considered +ery carefully. Data analysis

techni3ues ha+e also )een descri)ed in this chater.


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/hater #our Data resentation

%.1 IntroductionData has )een collected from the samle through 3uestionnaire sur+ey. In this chater data has

)een resented systematically. &esults of each 3uestion ha+e )een resented in the form of

ercentages. &esults are resented in ta)les and grahs for roer analysis.

%.2 4eneral Information&esondents were asked to mention their age and gender in 3uestionnaire. Different age

categories ossess different references regarding mo)ile ser+ices. Same is true for gender of

mo)ile ser+ice su)scri)ers. o)ile ser+ice ro+iders can analy7e the needs and wants of

different genders and that of age categories in order to design )etter ser+ices for different

customer grous.

4.2." Fre0uency #istribution of ,e of Sa!ple

#i+e age ranges were gi+en in the 3uestionnaire. #re3uency distri)ution of age of resondents is

shown in the following ta)le.

Age of Respondents

Age % of Respondents

ess than 20 Kears 1!21 8 !0 Kears !!1 8 %0 Kears !1%1 8 0 Kears 1!

A)o+e 0 Kears 'Total 100

#re3uency distri)ution of samle shows that 1!? resondents were less than 20 years old9 ! ?

resondents were )etween 21 L !0 years of age. !1 ? resondents were in the age category of !1

L %0 years of age9 1! ? resondents were in the age category of %1 L 0 years. (nly '?

resondents were a)o+e 0 years of age. The data shows that most of the resondents were in the


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middle age category. 4rahical reresentation of fre3uency distri)ution of age of resondents is

shown in the following ta)leC

4.2.2 Fre0uency #istribution of 1ender of Sa!ple

&esondents were asked to mention their gender in the 3uestionnaire. By analy7ing needs and

wants of males and females mo)ile ser+ice ro+iders can design secific ackages for males and

females. In the following ta)le fre3uency distri)ution of gender of resondents is shownC

The results show that there were 2 ? males and %' ? females in the samle. Two deductions

can )e made from results. The first is that more males use telehonic ser+ices and the second is

that more males ha+e shown their intentions to fill the 3uestionnaire. 4rahical reresentation of

fre3uency distri)ution of age of resondents is shown in the following ta)leC

ender of Respondentsender % of Respondents

ale 2

#emale %'Total 100


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4.2.3Type of Telephonic Service

&esondents were asked a)out tye of telehonic ser+ices used )y them. In telehonic ser+ices

fied line and mo)ile ser+ices are common. &esondents were gi+en these otions in the

3uestionnaire. &esults a)out tye of telehonic ser+ices are gi+en in )elow ta)leC

!hi"h Phone type you are using "urrently#

Phone $ype % of Respondents

and line only 1!o)ile (nly 62

and ine and o)ile 2

Total 100

1! ? resondents said that they use land line telehonic ser+ices. 62 ? resondents use mo)ile

ser+ices only. There were 2 ? resondents who use com)ination of fied line and mo)ileser+ices. This suggests that mo)ile telehony is oular as comared to fied line telehony.


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4.2.4 Mobile Service Provider

&esondents were asked to mention mo)ile ser+ice ro+ider whose ser+ices are used )y them

currently. This 3uestion was asked to analy7e the ma*or share of different mo)ile ser+ice

ro+iders. The results are helful in determining the most fa+ora)le reference of resondents

for mo)ile ser+ice ro+iders. In the following ta)le resonses of resondents are summari7ed.

!hi"h Mobile phone operator is "urrently in your use#

er&i"e Pro&ider % of Respondents

Idea 1,"odafone 26

&eliance 1$ Airtel 2,

)snl ,Total 100

The results show that 1, ? resondents were a+ailing mo)ile ser+ices of =Idea>. 26 ?resondents were using ser+ices of ="odafone>. There are 1$ ? resondents who were using

mo)ile ser+ices of =&eliance>. There were 2, ? resondents who use ser+ices of Airtel. (nly ,

? resondents were a+ailing mo)ile ser+ices of Bsnl. The results show that Airtel is mostly used

)y the resondents. "odafone is found to )e at second lace used )y the resondents.

4.2.5 Switchin of !obile service provider

&esondents were asked a)out switching mo)ile ser+ice ro+iders. This 3uestion was asked for

the further direction of 3uestionnaire and also to analy7e the trend of switching mo)ile ser+ice


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ro+iders in resondents. The resonses a)out switching mo)ile ser+ice ro+iders are gi+en in

the following ta)le.

$o 'hat e(tent you ha&e "hanged mobile phone operator sin"e you are

a&ailing mobile telephony#

uggestions % of Respondents

ot at all 1!(nce !Twice 26Thrice 1$

ore than thrice ,Total 100

A)o+e ta)le resents clear icture a)out results of switching )eha+ior of resondents. There

were 1!? resondents who ha+e ne+er switched mo)ile ser+ice ro+ider. ! ? resondents ha+e

switched mo)ile ser+ice ro+iders once in the life. There were 26 ? resondents who ha+e

changed mo)ile ser+ice ro+ider twice in their life. 1$ ? resondents ha+e switched mo)ile

ser+ice ro+ider thrice in their life. There were only , ? resondents who ha+e switched mo)ile

ser+ice ro+iders for more than thrice. The results suggest that '$? resondents ha+e

eerienced switching mo)ile ser+ice ro+iders. a*ority has done this only for one time.

4rahical reresentation of results is as followsC


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%.! #indings of 3uestionnaire&esondents were gi+en directions that if they ha+e eerienced mo)ile ser+ice ro+iders then

fill art =A> of 3uestionnaire otherwise mo+e to art =B>. art =A> of 3uestionnaire relates to

factors that influence mo)ile su)scri)ers to switch mo)ile ser+ice ro+iders whereas art =B>

relates to the factors that re+ent customers to switch mo)ile ser+ice ro+ider. #indings of )oth

arts are gi+en )elowC

4.3." Findins of Part "

There were '$ ? resondents who ha+e eerienced switching mo)ile ser+ice ro+iders. The

results of art =A> of 3uestionnaire ha+e )een deri+ed from '$? of total resondents who ha+e

eerienced )rand switching.

)uestion "*

The first 3uestion was asked that for how many times mo)ile ser+ice ro+iders ha+e switched

their ser+ice ro+iders in resonse to changes in rice. iterature re+iew has discussed that rice

is the most imortant factor that influence )rand switching )eha+ior. The results of this 3uestionare summari7ed in the following ta)leC


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)or ho' many times you ha&e "hanged mobile ser&i"e pro&ider in

response to "hanges in "all "harges#


ot at all ,(nce !1Twice !6Thrice 1

ore than Thrice ,Total 100

There were , ? resondents who ha+e ne+er changed mo)ile ser+ice ro+ider )ecause of

changes in rice. !1 ? resondents ha+e changed mo)ile ro+iders once in their life in resonse

to change in rices. There were !6 ? resondents who ha+e switched mo)ile ser+ice ro+iders

twice in their life in resonse to changes in rice. 1? resondents ha+e switched mo)ile ser+ice

ro+iders thrice in their life in resonse to changes in rice. ,? resondents ha+e switched

mo)ile ser+ice ro+iders for more than three times in their life in resonse to changes in rices of

mo)ile ser+ices. 4rahical reresentation of results is as followsC

)uestion 2*


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&esondents were asked that whether the customer ser+ice of re+ious mo)ile ser+ice oerator

was oor or not. /ustomer ser+ice has taken an imortant lace in the decision making rocess

of customers. It has considered e3ually imortant as a roduct. The results of this 3uestion are

summari7ed in the following ta)leC

*o you thin+ "ustomer "are ser&i"e of pre&ious operator 'as

poor#


Strongly Agree 21Agree !

eutral ,Disagree 20

Strongly Disagree 1Total 100

There were 21 ? resondents who strongly agreed that customer ser+ice of re+ious oerator

was oor. ! ? resondents agreed to the fact that customer ser+ice of re+ious oerator was

oor. , ? resondents remained neutral in their oinion. 20 ? resondents disagreed to the fact

that customer ser+ice of re+ious oerator was oor. 1 ? resondents strongly disagreed with

this oinion. 4rahical reresentation of results is as followsC


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)uestion 3*

&esondents were asked whether )etter ser+ice 3uality of new ser+ice ro+ider has encouraged

them for switching. Ser+ice 3uality is determined )y a num)er of factors which include tangi)le

as well as intangi)le asects. The results of this 3uestion are summari7ed in the following ta)leC

,etter ser&i"e -uality has persuaded you to s'it"h o&er

"urrent ser&i"e pro&ider#


Strongly Agree 2%Agree !$

eutral 'Disagree 1,


The results suggest that 2% ? resondents strongly agreed to the fact that )etter ser+ice 3uality

has encouraged them to switch o+er new ser+ice ro+ider. !$ ? resondents agreed to the fact

that )etter ser+ice 3uality of new oerator has encouraged them for )rand switching. ' ?

resondents remained neutral in their oinion. 1, ? resondents disagreed to the fact that )etter


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ser+ice 3uality of new ser+ice ro+ider has encouraged )rand switching. 12 ? resondents

strongly disagreed with this oinion. 4rahical reresentation of results is as followsC

)uestion 4*

&esondents were asked that whether +alue added ser+ices ha+e encouraged them for )rand

switching or not. The results of this 3uestion are summari7ed in the following ta)leC

alue added ser&i"es ha&e persuaded you to s'it"h o&er

"urrent ser&i"e pro&ider#


Strongly Agree 1'Agree !1

eutral 1!Disagree 2!


The a)o+e ta)le suggests that 1' ? resondents strongly agreed to the fact that +alue added

ser+ices ha+e encouraged them to switch o+er new ser+ice ro+ider. !1 ? resondents agreed to

the fact that +alue added ser+ices of new oerator ha+e encouraged them for )rand switching.

1!? resondents remained neutral in their oinion. 2! ? resondents disagreed to the fact that

+alue added ser+ices of new ser+ice ro+ider ha+e encouraged )rand switching. 1 ?


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resondents strongly disagreed with this oinion. 4rahical reresentation of results is as

followsC

)uestion 5*

&esondents were asked a)out the trust on re+ious ser+ice ro+iders. Trust is +ery imortant for

maintaining or discarding relationshi with the ser+ice ro+iders. The results of this 3uestion are



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/ou "annot trust pre&ious mobile ser&i"e pro&ider


Strongly Agree 1$Agree 2,

eutral 1

Disagree 2Strongly Disagree 1%

Total 100

The a)o+e ta)le suggests that 1$ ? resondents strongly agreed to the fact that they cannot trust

re+ious mo)ile ser+ice ro+iders. 2, ? resondents agreed to the fact that they cannot trust

re+ious ser+ice ro+iders. 1? resondents remained neutral in their oinion. 2 ? resondents

disagreed that they cannot trust re+ious mo)ile ser+ice ro+iders. 1% ? resondents strongly

disagreed with this oinion. 4rahical reresentation of results is as followsC

)uestion *

Inno+ations in mo)ile ser+ices are +ery attracti+e tool for encouraging customers to switch )rands. Inno+ati+e ser+ices can ro+ide customers more con+enience. The results of this

3uestion are summari7ed in the following ta)leC

Current mobile ser&i"e pro&ider is inno&ati&e


Strongly Agree 21


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Agree !1 eutral 1$Disagree 1,


The results suggest that there were 21 ? resondents who strongly agreed that current mo)ile

ser+ice ro+ider is inno+ati+e. !1? resondents *ust agreed that new mo)ile ser+ice ro+ider is

inno+ati+e. 1$? resondents remained neutral in their oinion. 1, ? resondents disagreed that

current mo)ile ser+ice ro+ider is inno+ati+e. 12 ? resondents strongly disagreed with this

oinion. 4rahical reresentation of results is as followsC

)uestion *

It has )een discussed in the literature re+iew that ad+ertisement attracts new as well as eisting

customers. /omanies ad+ertise their ser+ices in order to attract new customers and also in order

to retain eisting ones. The results of this 3uestion are summari7ed in the following ta)leC

Ad&ertisement of "urrent mobile ser&i"e pro&ider has attra"ted you


Strongly Agree 21Agree !$

eutral 'Disagree 2!


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The results suggest that there were 21 ? resondents who strongly agreed that ad+ertisement has

attracted them towards new oerator. !$? resondents *ust agreed that ad+ertisement has

attracted them towards new oerator. '? resondents remained neutral in their oinion. 2! ?resondents disagreed that ad+ertisement has attracted them towards new oerator. 11 ?

resondents strongly disagreed with this oinion. 4rahical reresentation of results is as

followsC

)uestion *

A+aila)ility of ser+ice is +ery imortant factor that can create satisfaction or dissatisfaction in

customers. &esondents were asked that whether )etter ser+ice a+aila)ility of current mo)ile

ser+ice ro+ider has made them to switching or not. The results of this 3uestion are summari7ed

in the following ta)leC

,etter ser&i"e a&ailability of "urrent mobile ser&i"e pro&ider has made you to

s'it"h o&er it


Strongly Agree 2%Agree !

eutral 1%Disagree 1$

Strongly Disagree 10


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Total 100The results suggest that 2% ? resondents ha+e strongly agreed that )etter ser+ice 3uality has

made them switching towards current mo)ile ser+ice ro+ider. ! ? resondents agreed9 1%?

remained neutral9 1$ ? disagreed and 10? resondents strongly disagreed to this fact. 4rahical

reresentation of results is as followsC

)uestion *

iterature re+iew has discussed in detail that )rand image has influence on )rand switching.

&esondents were asked that whether )rand image or current ser+ice ro+ider has ersuaded

them to switch o+er this )rand. The results of this 3uestion are summari7ed in the following

ta)leC

,rand 0mage has persuaded you to s'it"h o&er the "urrent mobile

ser&i"e pro&ider


Strongly Agree 20

Agree !! eutral ,Disagree 21

Strongly Disagree 1$Total 100


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The results show that 20 ? resondents strongly agreed to that fact that )rand image has

influenced them to switching towards current ser+ice ro+ider. !! ? resondents agreed9 ,?

remained neutral9 21? disagreed and 1$? resondents strongly disagreed with the oinion.


4.3.2 Findins of Part 2

This art is related to non8switchers. #actors that ha+e influenced customers not to switch o+er

other:s )rands are identified in this section.

)uestion "*

on switchers were asked that whether resondents were restricted )y some ersonal or

rofessional reason for not switching ser+ice ro+iders. The results of this 3uestion are


/ou "annot "hange "urrent number be"ause of some personal reason or

professional reason


Strongly Agree 1,Agree 2$

eutral 1Disagree 22


&esults show that 1, ? resondents strongly agreed that they ha+e )een restricted )y ersonal or

rofessional reason to remain stayed with the current ser+ice ro+iders. 2$? resondents agreed9


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1 ? remained neutral9 22? disagreed and 1$? resondents strongly disagreed to the fact.


)uestion 2*

Switching cost lays imortant role in restricting customers with their current ser+ice ro+iders.

&esondents were asked that whether switching cost is high for them or not. The results of this

3uestion are summari7ed in the following ta)leC

'it"hing to other mobile ser&i"e pro&ider is "ostly



eutral 1%Disagree 11

Strongly Disagree 1,Total 100

&esults show that there were 21 ? resondents who strongly agreed that switching cost is highand restricts them to stay with current ser+ice ro+iders. ! ? resondents agreed9 1% ?

remained neutral9 11 ? disagreed and 1,? strongly disagreed with the oinion. 4rahical

reresentation of results is as followsC


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)uestion 3*

&esondents were asked a)out trusting other mo)ile ser+ice ro+iders. Trust on mo)ile ser+ice

ro+iders influences customers to either stay with or to switch o+er other ser+ice ro+iders. The

results of this 3uestion are summari7ed in the following ta)le

/ou "annot trust other mobile ser&i"e pro&iders


Strongly Agree 22

Agree !0 eutral 12Disagree 1,


22? strongly agreed that they cannot trust other ser+ice ro+iders. !0 ? resondents agreed9

12? remained neutral9 1,? disagreed and 1$? resondents strongly disagreed to the fact that

they cannot trust other ser+ice ro+iders. 4rahical reresentation of results is as followsC


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)uestion 4*

&esondents were asked that whether )etter ser+ice 3uality of current ser+ice ro+ider resist in

switching. &esults are dislayed in the following ta)le.

er&i"e -uality of "urrent mobile ser&i"e pro&ider is better

'hi"h resists in s'it"hing

uggestions % of RespondentsStrongly Agree 21

Agree 2, eutral 16Disagree 1,


&esults show that there were 21? resondents who strongly agreed that )etter ser+ice 3uality

resists them to switch towards a articular ser+ice ro+ider. 2,? resondents agreed9 16?

remained neutral9 1,? disagreed and 1 ? strongly disagreed to the fact that )etter ser+ice

3uality resists them for switching. 4rahical reresentation of results is as followsC


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)uestion 5*

ow charges of ser+ices can )e a techni3ue for ser+ice ro+iders to restrict customers with them.

&esondents were asked their ercetion a)out low charges and staying with current ser+ice

ro+ider. &esults are dislayed in the following ta)le.

Charges of "urrent mobile ser&i"e pro&ider are lo'

uggestions % of RespondentsStrongly Agree 2'

Agree !$ eutral ,Disagree 16


2'? resondents strongly agreed that low charges of current ser+ice ro+iders ersuade them to

stay with them !$ resondents agreed9 , ? remained neutral9 16 ? disagreed and 10? strongly

disagreed to the oinion. 4rahical reresentation of results is as followsC


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)uestion *

&esondents were asked that whether co+erage ser+ice of current mo)ile ser+ice ro+ider is

)etter than other ser+ice ro+iders. &esults are dislayed in the following ta)le.

Co&erage ser&i"e of "urrent mobile ser&i"e pro&ider is better

than other ser&i"e pro&iders

uggestions % of RespondentsStrongly Agree 11

Agree 2, eutral 1$Disagree 2'


&esults suggest that 11? resondents strongly agreed that )etter co+erage ser+ice of current

oerator restricts them not to switch. 2,? resondents agreed9 1$? remained neutral9 2'?

disagreed and 1? resondents strongly disagreed to the fact that they are restricted )y )etter

co+erage ser+ice of current oerator. 4rahical reresentation of results is as followsC


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)uestion*

&esondents were asked a)out trusting ad+ertisement of other ser+ice ro+iders. Sometimes

ad+ertisements are not mentioned a)out hidden charges of ser+ice. This can create distrust in

customers. &esults are dislayed in the following ta)le.

$rusting ad&ertisement of other ser&i"e pro&iders is "ostly

as they in"lude hidden "harges


Strongly Agree 20Agree !!

eutral 11Disagree 1,


20? resondents said that trusting ad+ertisement on other ser+ice ro+iders is costly )ecause it

includes hidden charges. There were !!? resondents who agreed9 11? remained neutral9 1,?

disagreed9 and 1$? strongly disagreed to the oinion. 4rahical reresentation of results is as

followsC


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)uestion *

/ustomer ser+ices lay imortant role is satisfying or dissatisfying customers. &esondents were

asked that whether )etter customer ser+ices of current ser+ice ro+ider resist in switching or not.

&esults are dislayed in following ta)leC

Customer "are ser&i"es of "urrent mobile ser&i"e pro&ider are of

high -uality 'hi"h resist in s'it"hing


Strongly Agree 12Agree !2

eutral ,Disagree 2'

Strongly Disagree 1,Total 100

12? resondents strongly agreed that they are resisted )y )etter customer ser+ices of current

ser+ice ro+iders for not switching )rand. !2 ? agreed9 ,? remained neutral9 2'? disagreed and

1,? resondents strongly disagreed to the oinion. 4rahical reresentation of results is as

followsC


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)uestion *

Brand image has influence on )rand switching as discussed )y literature re+iew. &esondents

were asked that whether )rand image of current ser+ice ro+iders has resisted them to switching

or not. &esults are dislayed in following ta)leC

,rand 0mage has persuaded you to stay 'ith the "urrent

mobile ser&i"e pro&ider



eutral $Disagree 22


The results show that 21 ? resondents strongly agreed that )rand image of current ser+ice

ro+iders has resisted them to switching. !? resondents agreed9 $? remained neutral9 22?

disagreed and 1? resondents strongly disagreed to the oinion. 4rahical reresentation of

results is as followsC


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/hater #i+eData Interretation and Analysis

.1 IntroductionData has )een resented in detail in the last chater. In this section all grahs and ta)les ha+e

)een interreted and detailed analysis of results has )een erformed. #indings of rimary data

ha+e )een related to the theory resented in the literature re+iew in order to esta)lish relations )etween rimary and secondary data.

.2 Analysis of #indingsIn the samle most of the resondents )elonged to middle age category. There was less

ercentage of resondents of more than 0 years of age. eeds of communication of indi+iduals

of different age categories +ary. Indi+iduals who are younger in age and ha+e not started their

career yet use mo)ile telecommunication for contacting their friends and relati+es. They do not

ha+e any restrictions related to rofession. These indi+iduals also ha+e limited )udget so they

used to switch their mo)ile ser+ice ro+iders fre3uently in resonse to different offers of ser+ice

ro+iders. It has )een found that resondents who were older used fied line only whereas

resondents who were young used mo)ile telecommunication only. Some of the resondents

ha+e also said that they use )oth tyes of telecommunication. It is +ery imortant to mention that


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mo)ile telecommunication is comarati+ely new technology and is characteri7ed )y a num)er of

inno+ations. Koung indi+iduals are more attracted to inno+ations rather than older ones who want

to remain in their traditional frame of mind. This is the reason young and middle age resondents

ha+e )een found using mo)ile telecommunication more.

It has )een found that ma*ority of the resondents use Airtel. Idea has )een recogni7ed as an

inno+ati+e telecommunication comany in India. ost of the young and rofessional ha+e )een

using =Idea> )ecause it ro+ides them inno+ations that can ro+ide them entertainment as well as

solution of their ro)lems. &eliance has also )een found as one of the ma*or market share holder.

There was +ery less ercentage of resondents who ha+e )een using Bsnl.

&esondents who were young ha+e )een found +ery fre3uent in switching mo)ile ser+ice

ro+iders. It has )een found that resondents who are older in age ha+e ne+er switching mo)ileser+ice ro+iders. It can )e deduced that these resondents might ha+e some ersonal or

rofessional reason for changing mo)ile ser+ice ro+iders. It has )een found that resondents

who are young ha+e switched for more than ! times since they are using mo)ile

telecommunication.

-uestionnaire has )een di+ided into two arts. (ne art relates to switchers and the other one is

related to non8switchers. There were '$? resondents who ha+e eerienced switching mo)ile

ser+ice ro+ider in their life whereas 1!? resondents ha+e ne+er eerienced )rand switching

of mo)ile ser+ice ro+iders. It has )een found that most of customers of Airtel ha+e )een found

non switchers.

5.2." ,nalysis of Factors &nfluencin $rand Switchin

a*ority of resondents ha+e )een found switching mo)ile ser+ice ro+iders in resonse to

changes in call charges. /all charges relate to rice +aria)le which has )een found +ery

influential factors for )rand switching according to literature re+iew. ost of the young

resondents who might ha+e limited )udget ha+e )een found more fre3uent switchers in

resonse to changes in rice. It can )e said that rice changes affect those customers who ha+e

limited )udgets. (n the other hand resondents who )elonged to middle age do not switch in

resonse to changes in rice. It can )e deduced that these resondents are not sensiti+e to

changes in rice and some other factors ha+e influenced them to switch mo)ile ser+ice


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ro+iders. &a*kumar ;2011< has also suggested that customers who are 3uality conscious are not

attracted to changes in rice. (+erall rice has influenced customers to switch mo)ile ser+ice

ro+iders

/ustomer care ser+ice has also )een an influential factor for )rand switching. It has )een foundthat most of the resondents ha+e agreed that )etter customer ser+ice of current oerator has

made them to switch towards them. Hun and Bin ;200< say that )etter customer ser+ice ro+ided

)y the emloyees can )e ro+ed an influential factor for )rand switching. -uality of ser+ice

refers to tangi)le as well as intangi)le comonents of ser+ice. Tangi)le ser+ice refers to )etter

+oice 3uality9 +oice clarity9 ser+ice a+aila)ility etc. (n the other hand intangi)le comonent

refers to customer care. Both are +ery imortant for satisfying and attracting customers. Hames

;1,,'< has said that comanies can imro+e their financial erformance )y satisfying customers

through 3uality ser+ices .Imortant thing to )e mentioned is that resondents who are not

sensiti+e to changes in rice switch mo)ile ser+ice ro+iders )ecause of 3uality of customer care

ser+ices.

-uality conscious customers tend to ha+e +alue added ser+ices ro+ided )y the mo)ile ser+ice

ro+iders. It has )een found that most of resondents ha+e switched mo)ile ser+ice ro+iders

)ecause current ser+ice ro+ider grants them more +alue added ser+ices. -uality of a ser+ice is

also recogni7ed )y the ro+ision of +alue added ser+ices. A+aila)ility of ser+ice affects 3uality of

ser+ice. &esondents ha+e also said that a+aila)ility of ser+ice has encouraged them to switch

o+er current ser+ice ro+ider. It has also )een found that iece conscious resondents are less

attracted )y +alue added ser+ices. This is )ecause some comanies charge etra amount for +alue

added ser+ices ;Dong and Eon9 200$


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found that resondents who were using =idea> were more satisfied with the inno+ations of

comany. In fact they ha+e switched in resonse to inno+ati+e offers of comany. Inno+ations

are also related to ser+ice 3uality ;Hun and Bin9 200


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low for these resondents so they decide not to switch mo)ile ser+ice ro+iders ;ees et al.9

200$. In the a)o+e section this factor has )een

recogni7ed as an imortant factor influencing )rand switching. a*ority of resondents ha+e saidthat they cannot trust other ser+ice ro+iders so they remain attached with eisting ser+ice

ro+iders. Jntil there is no trust )etween customer and ser+ice ro+ider9 long term relationshi

cannot )e esta)lished ;/hu9 200,


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other hand there are +arious factors that re+ent customers to switch o+er other mo)ile ser+ice

ro+iders.

/hater Si/onclusion

6.1 IntroductionThis chater resents conclusion of the whole research. All the findings ha+e )een concluded

here. (n the )asis of results of rimary data and that of secondary data some recommendations

ha+e )een roosed to the telecommunication comanies of India in order to sto their customers

for )rand switching. #uture rosects of research ha+e also )een resented in this chater.

6.2 /onclusionThis articular research aimed at eamining the factors influencing )rand switching in

telecommunication industry of India. In order to eamine the factors triangulation methodology

has )een adoted. -uestionnaire strategy has )een used )y the researcher for collecting rimary

data. There were '$? resondents who ha+e eerienced )rand switching of ser+ice ro+iders at

any stage in their life. 1!? resondents ha+e ne+er switched mo)ile ser+ice ro+iders. The

findings of research suggest that there rice has )een most influential factor in decisions of

customers regarding )rand switching. The results ha+e shown that most of resondents switch

mo)ile ser+ice ro+iders in resonse to changes in rices. (n the other hand ser+ice ro+iders

charging low call rates ha+e )een succeeded in stoing their customers to switch o+er other

ser+ice ro+iders. All customers do not +alue reduction in rices of calls )ut they +alue 3uality of


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ser+ices &a*kumar ;2011


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• ost imortant factor that re+ents )rand switching is switching cost. igh switching

cost rohi)its customers to switch o+er other ser+ice ro+iders. (ther factors that sto

customers for )rands switching areC ersonal or rofessional commitments regarding

changing num)er9 low ser+ice charges9 high 3uality and aealing )rand image of

eisting ser+ice ro+iders.• ost of the resondents refer airtel in India which has low switching rate. After airtel9

"odafone has )een found oular in the resondents.

6.! &ecommendations(n the )asis of findings of rimary and secondary research some recommendations ha+e )een

roosed to the mo)ile ser+ice ro+iders in order to sto their customers for )rand switching.

These recommendations are as followsC

• &aise switching cost associated with the ser+ices so that )ecause of high cost customers

a+oid )rand switching and remain loyal with eisting ser+ice ro+ider.• ro+ide high 3uality ser+ices to customers that must )e accomanied )y 3uality customer

care ser+ices and large co+erage area so that customers do not get any reason for

switching towards other ser+ice ro+iders.• aintain strong and aealing )rand image so that customers remain loyal with the

)rand.• Assure customers that comany will take stand in order to satisfy their needs so that

trustworthy relationshi can )e maintained on long term )asis which ultimately

encourages customers to remain loyal with the comany.• (ffer low charges accomanied )y high 3uality ser+ices for stoing customers to go for

low charges of other ser+ice ro+iders.

6.% #uture &esearch

&esearch has )een conducted to e+aluate the factors influencing )rand switching intelecommunication sector of India. This articular research is +ery helful for the future

researchers. They can etend )ase of this research and enhance its scoe. iterature re+iew of the

research can assist future researchers in understanding )rand switching henomenon. This

articular research is )asically focused on telecommunication market of India. #uture researchers

can eand this research in markets other than India. This articular research has )een conducted


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on a small samle selected through con+enience samling techni3ue. #uture researchers can

select a large samle from ro)a)ility samling techni3ue. This will assist future researchers in

generali7ing the results of research.

&eferences• #ar 5ast Hournal of sychology and Business9 "ol. 2 o 29 #e)ruary

• 2019#romhttC@@www.fareast*ournals.com@*ournalMdetail.asF*idN1'

• Bansal . S. ;1,,$


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• Blaikie9 . ;2000 97 #esinin Social +esearch9 1st 5d9 olity ress9 /am)ridge.

• Boote9 H. ;1,,'


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• einingham9 T. . Aksoy9 . /ooil9 B. and Andreassen9 T. E. ;200'


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• &oos9 I.9 4ustafsson9 A. G B. 5d+ardsson ;200%< The &ole of /ustomer /lu)s in &ecent

Telecom &elationshis. -uropean ournal of Mar6etin .

• &a*kumar. & .Dr. H. /haarlas9 2011. Brand Switching In /ellular hone Ser+ice Industry

Because (f Bill8&elated Issues #aced By /lients9 &nternational ournal of -lectronic

Mar6etin and +etailin 9 "ol 1 Issue

• &a*endar umar9 200'. +esearch Methodoloy. A u)lishing

• &uss85ft9 D.9 G reskill9 . 2001. -valuation in Orani;ations. ew KorkC Basic Books

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,ibliography

Hessy Hohn9 ;2011

Documents

factors affecting brand swiching in telicome industry