Telecommunication industry has become extraordinary part of today’s dynamic and modern world. As the market becomes more mature, mobile communication services become more homogeneous and the competition for acquiring new customers and retaining the existing customers becomes more intense, and as a consequence customer satisfaction is a critical factor for mobile service providers to maintain and to improve their market share and profitability. In competitive environment, organizations must consider  other factors to maintain their customers to get distinctive competitive edge. Therefore, to remain competitive in the market, mobile operators have to identify the factors related to consumer satisfaction and loyalty. Efficient retention management encountered these factor accounted for customer dissonance and intrigue customer to switch from one service to other. After the introduction of mobile number portability, the mobile user’s switching turnover is more. Mobile number portability is the process by which one user can move to another operator of one’s choice, but keep the existing number. 

On the same lines, it has equally been observed that cellular network users subscribe for specific network connections and switch to others when they find that their current services do not fulfill their specific communication needs and other networks are providing better services. Brand switching regarding cellular companies are becoming very important because it has both aspects that one company is losing their customers while other company is getting customer at same time. The globalization of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term success is no longer achieved through optimized product price and qualities. In telecommunication industry, switching behavior is increasing dramatically due to factors like price, trust, customer satisfaction, customer services, inconvenience, perceived expectations, perceived quality, service quality, brand image and price perception. In today’s challenging economy and competitive business world, retaining your customer base is critical to your success; if you don’t give your customers some good reasons to stay, your competitors will give them a reason to leave.

The customer behavior study is basically the psychology of customers, like when, how, why and people buy and use the products for satisfying their needs. Every customer bears their own choice, behavior, attitude and perception for different categories of brands. Most of the time customers switch from one brand to another brand considering different factors. When customer is dissatisfied from one brand, then they replace it by another one which provides them maximum services. In competitive environment, organizations must consider other factors to maintain their customers to get distinctive competitive edge. For the purpose of achieving the maintained competitive edge, the telecommunication industries are compelled to carve innovation and to execute the best thing for the satisfaction of their customer’s.

Generally, companies in the telecommunication industry work closely with their customers to determine competitive pricing indicators, quality of service indicators along with other anticipatory factors that help determine future need and services. One of the drivers of customer retention is customer satisfaction which is achieved by ensuring that the customer gets need satisfying products and services. It is, therefore, important to understand the needs of the customer and provide solutions in the form of products and services that actually meet those needs. Researchers elaborated in their studies that how factors influence the customer satisfaction and switching behavior in cellular services of Morocco. The important research gap in this study is how telecommunication firms meet customers’ expectations towards a particular service provider. This specific research has utilized triangulation methodology by combining the qualitative and quantitative research method.

In this study, an attempt is made to examine factors that may influence brand switching behavior of telecom users. The specific objectives are to understand the relationship between brand switching behavior and the different factors of the telecommunication operators and to determine the possible reasons to switch users from one telecommunication operator to another.