Factors Influencing Brand Switching in Telecom Industry of Pakistan Essay

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Factors behind brand switching in telecom industry By Anum Sajid Thesis submitted to the Lahore School of Economics in partial fulfillment of the requirements for the degree of |BBA Honors (Majors in Marketing, Minors in | |Media Studies | |2013 | [16,236] Supervised by: Shamila Khan Acknowledgements First of all, I would like to thanks Allah to help me with the completion of this thesis. Then I would like to thank my teacher, Ms. Shamila Khan who helped me throughout with the thesis, answered my questions whenever I needed her. She has given her valuable suggestions all the time to help me out with the thesis. Last but not the least, I would like to thank my parents, nothing have been able without their support. Abstract The main purpose of this research is to find the factors which cause brand switching in our telecom industry, and also the factors which affect satisfaction and post purchase intentions. The independent variables include price, corporate image, promotion, trust, switching cost, customer service, customer loyalty, and price and service quality. Secondary data is collected through the literature review of articles, and primary data is collected through questionnaires. The sample size for this research is 100. To analyze the results of the thesis, Correlation, ANOVA, T Test and multiple regressions have been run on SPSS, in order to get the results. The results show that price and promotion have significant effect on satisfaction. Customer loyalty has a significant effect on post purchase intention. Switching cost and corporate image have significant effect on brand switching, Declaration I declare that all the work in this study is my own personal effort.

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