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Factors influencing brand switching behaviour among Indian youth: An empirical study of mobile service providers

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Original Article

Author Details : Manjit Singh, Sanjeev Bansal*

Volume : 6, Issue : 2, Year : 2019

Article Page : 98-100

https://doi.org/10.18231/j.jmra.2019.018

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Abstract

This study examined the factors which influence brand switching behavior among customers regarding their mobile phone service providers. The four factors Service Quality, Price, Trust and Brand Image identified on the basis of previous studies were analyzed to know the effect on brand switching behavior of customers. For the purpose of this study a sample of 200 students from different colleges situated in the district Bathinda of Punjab state were chosen as respondent. Multiple regression method is used to analyze the relationship between brand switching behavior (Dependent Variable) and service quality, price, trust and brand image as (Independent Variable).

Keywords: Brand switching, Service quality, Brand image.

How to cite : Singh M, Bansal S, Factors influencing brand switching behaviour among Indian youth: An empirical study of mobile service providers. J Manag Res Anal 2019;6(2):98-100

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