ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 15, Number 2, July 2017


ANALYTICAL STUDY OF REDUCING BRAND SWITCHING (NUMBER PORTABLITY) IN GSM SECTOR
Muhammad Asif Akbar - Iqra University, Karachi, Pakistan
Yasir Ali Soomro - Dept. of Marketing, FEA, King Abdul Aziz University, Jeddah, Saudi Arabia


Abstract
This study aims towards identification of the factors responsible for the Brand Switching (MNP) in GSM sector of Pakistan. This study was based on primary data and was designed in a manner that it inferred the current purpose of customer defection and their intention to switch from one service provider to other. Overall 184 responses were collected and data was analyzed by using multiple responses set and Logistics Regression. After analysis, it was found out that the service Quality and Value-Added services are the prime factors that are responsible for the customer defection from one service provider to the other. It was also found out that most of the respondents have either changed their number or have switched from their first network service provider. This result clearly states that there is a vast quantity of customer mix in the Pakistan’s GSM sector.

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