Factors Influencing the Behavior of the Mobile Phone Users to Switch Their Mobile Telecommunication Operators in Bangladesh

Author:Md. Abdullah Al Jamila*, Md. Shahadat Hossain Sunnyb and Md. Rakibul Hasanc

Abstract:
The study seeks to explore the reasons that influence the brand switching behavior of the consumers in the mobile telecommunication sector of Bangladesh. The data has been collected from Comilla city area through a structured self-administered questionnaire survey on 50 respondents and frequency distribution, Pearson correlation and multiple regression models have been used to analysis the data. The empirical results reveal that tariff package, internet facility and promotional activity have significant influence on consumers’ brand switching behavior. The study shows call charges and tariff plan plays the most important role in switching the service providers and it was followed by network coverage, quality, internet package, advertising, promotion, value added services and customer care services. Thus, telecommunication operators should provide more focus on consumers’ choice criteria for reducing switching rate.

Keywords:Key words: Brand switching behavior, consumer behavior, customer service, mobile telecommunication industry of Bangladesh.

DOI:

International Journal of Trade & Commerce (Vol: 4 Issue:1)