G Jothi and Sinu M

ABSTRACT

Brand switching in the telecom domain is the process in which a customer switches from the usage of products/services of a service provider to those being offered by another service provider. Due to fierce market competition, it is highly possible that although customers are satisfied with an existing service/product from a particular service provider, they may switch over to other service providers providing a more customized product at a lower price with a better service. This study examines brand-switching attitude, information sources for brand switching, factors influencing brand switching and brand switching behavior. A survey was conducted among 5 age groups between males and females.