Factors Affecting Brand Switching Among Mobile Service Users Of UTeM Students

Sim, Jing En (2017) Factors Affecting Brand Switching Among Mobile Service Users Of UTeM Students. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Leading telecommunication companies are now competing for each other to be the market leader in the telecommunication industry and attract more customers. These phenomena also lead to customers switch from one service provider to another which suit to themselves.The factors influence customers to switch brand can be mitigated by mobile service providers.This research aims at identifying the factors that influence students select the mobile service providers.This research was conducted among students of UTeM.A number of 377 questionnaires were distributed using simple random sampling to UTeM students.The method used in analyzing data are descriptive analysis,multiple regression coefficients,and Pearson correlation coefficient analysis as there are five independent variables involved in this research which is customer loyalty,switching cost,customer satisfaction,price,and service quality.Result and finding of this research show that all independent variables are positively associated with brand switching.In general,the result and finding support all hypotheses except customer loyalty has no significant relationship to affect brand switching among mobile service users of UTeM students.In addition,this research provides managerial and theoretical implications as well as recommendations for future research.

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