Factors Affecting Brand Switching in Telecommunication A Case Study of Sahiwal District, Pakistan

The aim of the study is to check the factors behind brand switching in Telecom industry of Pakistan. The study is conducted in Sahiwal city. 150 respondents were selected on the basis of convenient sampling. Questionnaire is used to get the response from respondents. After analysis of data we infer that Inconvenience and price of Call, SMS, GPRS is the reason behind brand switching but service failure is not that much affect brand switching. Mobile service providers can control this factor to make mobile subscribers loyal and to retain them on their network.