PREDICTIVE SWITCHING BEHAVIOUR FOR MOBILE PHONES USERS: A CONCEPTUAL MODEL

In this research article, there are factors like Service Quality, Relational Quality, Trust, Commitment, Pricing, Reputation and Image, Attitude towards Switching, Ease of Use and Usefulness, and Switching Cost may influence Satisfaction of a Mobile Phone User and may ultimately affect Staying Intentions of a Mobile Phone User. Brand relationship can be defined as an integrated effort to establish, maintain and enhance relationships between a brand and its consumers, and to continuously strengthen these relationships through various ways like interactive, personalized and value-added contacts and a mutual exchange and fulfilment of promise over a long period of time