Commerce and Management
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Item Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Ganegala, G.W.N.K.; Ubayachandra, E.G.Mobile telecommunication is one of the fast growing industries in Sri Lanka. Currently few numbers of operators engaged in this small market with huge competition. Due to highly competitive market environment service providers attract others customers to sustain. As a result of that the switching behavior of customers’ has been frequently happening. This study was focused on the problem of identifying the Factors Influencing on Brand Switching of Users of Mobile Telecommunication in Sri Lanka. Main objective of this study was to determine the factors impact on switching behavior of mobile telecommunication users in Sri Lanka. Deductive research approach was used for this study and 150 switched respondents between ages 18-55 were selected under convenience sampling method. Both primary and secondary data were used for this study and survey method used to collect most of the primary data. Five independent variables were identified according to the previous literature namely Brand Image, Core service failure, Attraction by competitors, price and Social influence. The data were analyzed using both descriptive statistics and inferential statistics. Data analysis revealed that the brand image had the most impact on brand switching behavior than the other factors. However, all five factors were found significant impact on switching behavior among mobile phone users. Findings of this study provide important implications to the telecommunication operators in their effort to increase their customer base and to retain customers with the organization.Item An Analysis of Switching Behavior of Pre-paid Mobile Users in Sri Lanka(2010) Dissanayake, D.M.R.; Wanninayake, W.M.C.B.Sri Lanka is one the fast growing markets for the mobile communication service, and it is nearly 1.2 millions of subscribers are found in Sri Lankan market by 2008 ( TRC statistics: Sri Lanka 2008). Currently there are five industry competitors operate in this market, and it has found an aggressive competition over each other in terms of service factors and value proposition. As a result of that the switching behavior of customers has been frequently happening alone with strong customer bargaining power. This study was focused on the switching behavior of prepaid customers, and 150 respondents were selected under stratified probability sampling method. Data were collected through structured questionnaire alone with Likert scale. Two sets of independent variables were identified as per the literature reviews namely service failure factors and value proposition factors. An inferential statistical analysis was used to analyze the collected data. The ?Logit Regression Model? was used to test three hypotheses developed to test the switching behavior impacted by service failure and value proposition factors. Data analysis revealed that the value proposition factors had more impact on brand switching behavior than service failure factors. However, both value proposition and service failure factors were not found a significant impact on switching behavior among pre paid customers.