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Research Essay

1527 words - 7 pages

Factors behind the brand switching in telecom industry
The Cellular telephone (mobile phone) is a long-range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. The problem of Customer’s switching to other service providers have been the cause of intensive research .Due to the increased competition in the telecommunication industry in Ghana it has become extremely important for the companies to pay attention towards retaining of their ...view middle of the document...

In the telecom industry the service providers try to attract the large number of customers to exploit the consumer’s preference . The need to understand that why customers switch to another service providers have usually become a key area of study. The switching behaviour has to be analyzed to identify the possible drivers leading to customer switching behaviour. It’s entirely apparent that when a customer decides to switch over to another network they try to figure out that which service provider offers them best. The switching costs also affect the customer switching behaviour. This study helps us to analyze the factors that cause the switching behaviour. As the telecom industry has been growing rapidly and the rate of penetration also increased, the number of new customers subscribing to thus can’t be reduced.
Recently, the hottest topic in Ghana's mobile industry which is Mobile Number Portability (MNP) are discussing by everyone. In simple, Mobile Number Portability (MNP) is taking our Mobile Number from one mobile phone network to another. It enables us to maintain their existing mobile phone numbers when changing from one mobile network operator to another mobile network operator. This removed one of the major restrictions on changing mobile network operator, and allows users to freely select from among the mobile network operators on offer. The telecom industry is one of the fastest growing industries in Ghana. Ghana has over 10 million mobile phone users making it one of the largest network in the west African sub region.
STATEMENT OF THE PROBLEM
The fundamental problem in predicting the customer choices exist in the fact that brand switching decisions of the customers are solely made on the bases of several different criteria simultaneously which includes factors like brand image, features, network quality, prices, etc. Thus the frequent switching behavior of customers has compelled to review such factors that affect the telecom industry. Thus the problem has been more confounded in telecom industry where customers get attracted towards the competitor’s offers & features and analyzes the expectations of the customers regarding the telecom industry services.
OBJECTIVES OF THE STUDY
The basic purpose of this study is to determine the factors that influence the customers to switch from their particular service providers to others and to access the problems generally faced by the service users and their satisfaction towards the different cell phone service providers..
• To study the student’s satisfaction towards the various service providers.
• To study the major features, which a students seeks in a service providers.
• To study the factors that influence decision-making in switch from their particular service providers
• To know which advertisement media puts more impact on the buying decision of students.
• To study the factors, which help in increasing the sale of mobile Phones
To access that how peer influence,...

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