Factors behind brand switching in telecom industry


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Telecommunication network -- Pakistan | Customer satisfaction | Mobile service industry -- Pakistan

Executive Summary

The purpose of this research is to identify the factors which influence the customer's decision to switch to another another telecommunication network. The scope of this study is very important because of the rapid growth of mobile service industry in Pakistan with a huge competition level involved within the industry, and a massive number of users who switch from one mobile network to another. The study will support to know the factors which influence brand switching and the analysis of customer's preferences. Methodology : Primary research was carried out by a survey that included responses from 100 respondents. Secondary research was carried out by consulting various articles, reports and websites.

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