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Journal of Management Research and Analysis


Factors influencing brand switching behaviour among Indian youth: An empirical study of mobile service providers


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Article Type : Research Article

Author Details: Manjit Singh,Sanjeev Bansal*

Volume : 6

Issue : 2

Online ISSN : 2394-2770

Print ISSN : 2394-2762

Article First Page : 98

Article End Page : 100


Abstract

This study examined the factors which influence brand switching behavior among customers regarding their mobile phone service providers. The four factors Service Quality, Price, Trust and Brand Image identified on the basis of previous studies were analyzed to know the effect on brand switching behavior of customers. For the purpose of this study a sample of 200 students from different colleges situated in the district Bathinda of Punjab state were chosen as respondent. Multiple regression method is used to analyze the relationship between brand switching behavior (Dependent Variable) and service quality, price, trust and brand image as (Independent Variable).

Keywords: Brand switching, Service quality, Brand image.

Doi :-https://doi.org/10.18231/j.jmra.2019.018