Determinants Of Brand Switching Behaviour In Mobile Telecommunication Industry In South-South Nigeria

This study investigated the determinants of brand switching behaviour in mobile telecommunicationindustry in South-South zone of Nigeria. In this study, network coverage, sales promotional activities, price, service quality, customer service and switching cost were employed as the explanatory variables, while brand switching behaviour was used as the dependent variable. The study adopted descriptive survey design. The population of the study consisted of subscribers of mobile telecommunication services in South-South zone of Nigeria. A sample of three hundred and eighty four (384) subscribers was selected using Cochran Method of determining sample size. Three hundred and eighty four (384) copies of questionnaire were distributed to the sampled subscribers of telecom services. Descriptive statistics and ordinary least square regression techniques were employed in analyzing the data with the aid of Statistical Package for Social Sciences (SPSS) version 21. The study found that network coverage, price, service quality and customer service have significant positive influence on consumer brand switching behaviour in mobile telecommunication in SouthSouth zone, Nigeria; switching cost has significant negative influence on brand switching behaviour in mobile telecommunication in South-South zone, Nigeria; and sales promotional activities have no significant positive influence on brand switching behaviour in telecommunication in South-South, Nigeria. The study recommended amongst others that mobile telecommunication service providers should also monitor and ensure that their network service is always strong in order to discourage their subscribers from migrating to other brands