Abstract:
This research project focused on two important factors
influencing brand-switching in cellular service industry,
namely advertising and switching cost. Survey questionnaire
was applied to study the attitudes and behavior of
different age groups of customers in the twin cities. The
sample size was one hundred.
The findings show that advertising is positively related to
brand-switching and switching cost has an inverse
relationship with brand switching. However, the effects of
these two variables on brand-switching may vary accordingly
with the frequency of switching decision, the level of
monthly expenditure, brand consideration and customers’
level of satisfaction with the current service. Research
shows that majority of the male and female respondents
thought that switching cellular network in Pakistan is not
difficult. The majority of the respondents has rarely or
never switched but at the same time thinks that switching
in Pakistan is easy. This indicates that the low switching
cost does not necessitate that users will switch their
service provider every now and then. Similarly, the
majority gives weight to the advertisement but this does
not necessitate that advertisement will make them easily
switch their current service provider.
