Factors Affecting Customers Brand Switching Behavior in Mobile Telecommunication Industry: A Study of Pabna District in Bangladesh
DOI:
https://doi.org/10.18034/abr.v6i3.37Keywords:
Mobile telecommunication industry, Customer loyalty, switching behavior, switching barrierAbstract
The mobile telecommunication market in Bangladesh has already been saturated. In this matured market every company wants to protect their customer from being switched to their competitors. On the other hand, every company tries to attract the competitor’s customer. In this situation it is very important to understand every detail of the customers switching behavior. This study was intended to identify the factors affecting brand switching behavior as well as the factors which create the switching barrier.
Downloads
References
Ahmad, R., & Buttle, F. (2002). Customer retention management: A reflection of theory and practice. Marketing Intelligence & Planning, 20(3), 149-161.
Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of consumer marketing, 18(4), 332-347
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. the Journal of Marketing, 6-21
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing research, 337-346
Jackson, B.B. 1985, Winning and Keeping Industrial Customers, Lexington Books, Lexington, MA
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259-274
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of business research, 55(6), 441-450
Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. The Journal of Marketing, 71-82
Kollmann, T. (2000). The price/acceptance function: perspectives of a pricing policy in European telecommunication markets. European Journal of Innovation Management, 3(1), 7-15
Lee, M., & Cunningham, L. F. (2001). A cost/benefit approach to understanding service loyalty. Journal of services Marketing, 15(2), 113-130
Porter, M. 1998, Competitive Strategy: Techniques for Analyzing Industries and Competitors, The Free Press, New York, NY
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28(1), 67-85
Retrieved from http://www.btrc.gov.bd/content/mobile-phone-subscribers-bangladesh
Retrieved from http://www.btrc.gov.bd/telco/internet
Retrieved from https://en.wikipedia.org/wiki/Telecommunications_in_Bangladesh
--0--
Published
Issue
Section
License
Asian Business Review is an Open Access journal. Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-NC 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of their work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal. We require authors to inform us of any instances of re-publication.
How to Cite
