SUBSCRIBER SWITCHING DETERMINANTS AMONG MOBILE PHONE SERVICE PROVIDERS

The "Mobile Number Portability" (MNP) process allows customers to preserve their existing mobile phone numbers while transferring to a new mobile service provider. Then, customers won't have to worry about notifying their contacts of their new phone number whenever they switch carriers. This study addresses a knowledge gap in the literature by exploring brand switching behavior among Indian customers in the telecommunications sector with the specific aim of finding the factors that impact a customer's decision to switch brands. Telecom companies might benefit from this study because of the insights it provides into the dynamic nature of the Indian market. This study provides valuable information that can be used by marketers to satisfy customers and increase revenue. Businesses may be able to retain more of their customers if they take into account the study's results on the variables that impact consumers' choices to switch providers.