Factors Influencing the Switching Behaviours of Subscribers‟ of Telecommunication Services: The Perspective of Tertiary Students in Ghana

This paper examines factors that influence students' behaviour switching behaviour when they decide to choose a telecommunication service provider in Ghana. The research was done using a quantitative survey of 122 randomly selected University students using a structured questionnaire. The data collected was analysed using SPSS version 20 to do both descriptive and factor analysis. The findings according to this research is that the factors that influences choice and switching behaviour of students among the telecommunication service providers (that is, the six telecommunication companies) in Ghana are; wide network coverage; faster internet services, and cost savings aided by commercial sources of information such as the television and internet. From this research, telecommunication companies in Ghana are encouraged to target mostly the youth under 30 years through mainly the electronic media. They should be aware that their customers are adventurous and easily switch to service providers that offer premium services at affordable cost.