Consumer’s brand switching tendency inside telecommunication industry

Abstract

The telecommunications sector is one of the service sectors, where development is accelerating and, as a result, the economy and job market are improving. Today, the majority of individuals utilize mobile services for internet surfing, messaging, and calls as well. Technology-driven advancements in communication methods have benefited all businesses and contributed to economic growth (Weber & Schütte, 2019). In recent years, the telecommunications market's structure has altered. Prior to a few years ago, the industry was often monopolistic, but today's telecommunication service providers engage in fierce rivalry. Companies today work hard to develop customer-focused strategies to draw in new subscribers and keep existing ones. The goal of the study is to look into the variables influencing consumers' brand switching behavior in the Bangladeshi telecommunications sector. To quantify the links between the study's variables, a quantitative technique has been used. A questionnaire was used to gather the primary information. Using practical sampling, the 50 respondents that made up the sample were chosen. The results show that in Bangladesh, high prices, bad brand perception, subpar network quality, and a lack of promotional activities directly affect consumer switching behavior. The findings of the study can assist telecommunications businesses in determining which elements are more crucial to retaining customers and preventing brand switching.