Reasons behind brand switching in telecom sector in India

Sumit Kumar; Anil Kanwa

doi:10.53730/ijhs.v6nS5.10032

Authors

Sumit Kumar Marketing Officer, Bank of India, Borivali Retail Business Centre, Chandravarkar Lane, Borivali West, Mumbai Maharashtra, India
Anil Kanwa Professor, Faculty of Management & Commerce, B M University, Rohtak, Haryana, India

Keywords:

Telecom Service Provider (TSP), Reasons Behind Brand Switching (RBBS), Confirmatory Factor Analysis (CFA), Telecom Services in India, Brand Switching in Telecom Sector

Abstract

This paper tries to focus on the reasons behind Brand Switching amongst telecom service users in National Capital Region (NCR) in India. There can be several factors behind switching of brand by a mobile telecom service user. But after Preliminary investigations seven most relevant reasons were shortlisted to study further.

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