Switching Loyalties: Understanding the Dynamics of Brand Switching and Customer Satisfaction in Mobile Services among Students in Assam

Abstract

Customer satisfaction is a positive emotional response to a brand or product, influenced by factors like price, variety, quality, and customer service. A satisfied customer is more likely to establish a long-term relationship with the brand, impacting customer retention and brand switching decisions. The study delves into the complex relationship between customer satisfaction and brand switching behavior, with a specific focus on the telecom sector and Assam's student community. It aims to understand how satisfaction levels influence switching decisions, and how switching behavior changes over time. By examining satisfaction levels before and after switching, the research seeks to identify patterns and trends that can inform telecom providers' customer retention strategies. Additionally, the study explores the relationship between satisfaction levels and switching frequency, providing insights into the dynamics of customer loyalty and brand switching.