Factors Influencing Brand Switching in Mobile Telecommunication: A Gender Comparison at Dialog Axiata PLC.

Abstract

The frequent customer brand switching has compelled firms to focus on the factors driving this negative consumer behaviour. This aims to examine the factors influencing brand-switching behaviour, specifically focusing on the differences between male and female customers in the mobile telecommunication sector in Sri Lanka. The research places special emphasis on ABC PLC in Badulla District. A quantitative research approach was adopted to achieve the study's objectives, guided by the deductive methodology. Convenience sampling was used to select 160 respondents, and primary data were collected through a structured questionnaire distributed via Google Forms. An Independent sample t-test was conducted to analyse the data and to identify potential differences in brand-switching behaviour based on gender. The results revealed statistically significant mean differences between male and female customers for the variables 'price,' 'network quality,' and 'service quality,' indicating that these factors play a distinct role in shaping brand-switching tendencies among one gender compared to the other. In contrast, no significant mean differences were identified between male and female customers regarding the factors 'value-added services,' 'promotions,' and 'switching cost'. These findings offer valuable insights for service providers in the mobile telecommunication industry, both within Sri Lanka and globally. Companies can develop more targeted and sustainable customer retention strategies by understanding the gender-specific factors influencing customer behaviour.