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This study aims towards identification of the factors responsible for the Brand Switching
(MNP) in GSM sector of Pakistan. This study was based on primary data and was designed in
a manner that it inferred the current purpose of customer defection and their intention to
switch from one service provider to other. Overall 184 responses were collected and data was
analyzed by using multiple responses set and Logistics Regression. After analysis, it was found
out that the service Quality and Value-Added services are the prime factors that are responsible for the customer defection from one service provider to the other. It was also found out that
most of the respondents have either changed their number or have switched from their first
network service provider. This result clearly states that there is a vast quantity of customer mix
in the Pakistan’s GSM sector.
Muhammad Asif Akbar, Yasir Ali Soomro, Sherbaz Khan. (2017) Analytical Study Of Reducing Brand Switching (Number Portablity) In Gsm Sector., Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-15, Issue-2.
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