Factors influencing brand switching in telecommunication industry of Maldives / Ali Maseeh

Executive Summary

This paper highlights the study and expedition regarding the exploration of critical factors influencing brand switching process within the telecommunication industry of Maldives. As part of the study, primary data collection and analysis method are primarily prioritised; however, the review of relevant literature in the form of secondary evidence also contributes to the formulation of different facts and findings. The collection of primary data is richly done through the utilisation of questionnaire among a sample size of 376 mobile subscribers from each household of Fuvahmulah, Maldives followed by performing data analysis systematically. The findings are discussed descriptively to outline the main influential factors encouraging or resisting brand switching within the industry. Based on the investigation, it is identified that quality, price, brand image, trust or reliability, and switching costs are the most prominent drivers within the telecom sector of Maldives in relation to brand switching. Nonetheless, the entire research is limited to the telecom market of Maldives only suggesting the future research works to expand the scope of study.

Keywords: Factors influencing Brand Switching in Maldives, Telecom Industry of Maldives, Brand Switching Behaviours of Customers, Customer Retention in Telecom Industry