brand loyalty

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Factors behind the brand switching in telecom industry
The issue of Customer’s switching to other service providers have been the cause of intensive research from many years now and have given rise to many theories.Due to the increased competition in the telecommunication industry it has become extremely important for the companies to pay attention towards retaining of the customers.This research study particularly investigated the causes of customer switching behavior.A prolific way to gain the knowledge about the switching behavior of customers is basically to examine the various factors that play imtegral role in switching behavior. This qualitative research study has offered new insights by defining and identifying the customer’s rationale to switch from one service provider to another. The model is estimated using the data set on the number of switching behavior. A total of 100 respondents were surveyed to identify the factors that have a greater effect on the customer satisfaction.The data were analyzed by the Optimal Scaling (Categorical Regression)to test the hypothesis. The model identified that…
CHAPTER ONE: INTRODUCTION
This research tried to find out the underlying factors that made the customer to switchover to another service provider in telecom industry. The telecommunication industry is one of the most important industries of the world. In order to gain competitive advantage as competition is getting more and more intense, the companies are compelled to innovate and do their best for the customer satisfaction. As in the telecom industry the customers have multiple choices to select among service providers and actively seek their rights of switching from one telecom service provider to another. In this ferocious competition customers requires better services at reasonable prices, while service providers concentrating on retention of the most profitable customers instead of acquisition..The technology in telecommunication industry is booming with



References: According to Li (2008), five emotions perceived by customers as below are satisfactory: (1) Satisfaction: the products can be accepted or tolerated; BRAND IMAGE: Brand image was defined by Keller (1993, p3) as the “perceptions about a brand as reflected by the brand associations held in consumers’ memory.” CORE SERVICE FAILURES: Core service failure has been seen as the major cause of customer’s switching behavior in (Susan Keaveney 1995) study PRICING: (Keaveney’s 1995) study indicated that the third most important factor in switching behavior is pricing VALUE OFFERS: (Zeithami 1988) stated that the customers judge the consumption value after comparing its benefits that could be gain from other services as well along with their cost.(Ravald and Grönroos, 1996)

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