在电信行业中，它已被观察到的客户保持连接的特定的网络或服务提供商，那么他们之间的关系的长期使用权是特别重要的一个公司在这个竞争时代的成功。（Gerpott et. al。2001称艾登和该2004）。
This research tried to find out the underlying factors that made the customer to switchover to another service provider in telecom industry. The telecommunication industry is one of the most important industries of the world. In order to gain competitive advantage as competition is getting more and more intense, the companies are compelled to innovate and do their best for the customer satisfaction. As in the telecom industry the customers have multiple choices to select among service providers and actively seek their rights of switching from one telecom service provider to another. In this ferocious competition customers requires better services at reasonable prices, while service providers concentrating on retention of the most profitable customers instead of acquisition..The technology in telecommunication industry is booming with fast pace thus bringing the changes in the sizes and types of network services. Multiple tariffs plans are usually offered by the network service providers to compete in their menu plans and to provide the quality of service. In the telecom industry the service providers try to attract the large number of customers to exploit the consumer’s preference heterogeneity. The need to understand that why customers switch to another service providers have usually become a key area of study. The switching behavior has to be analyzed to identify the possible drivers leading to customer switching behavior It’s entirely apparent that when a customer decides to switch over to another network they try to figure out that which service provider offers them best. The switching costs also affect the customer switching behavior. The customers switch when they find that their potential savings relatively exceeds switching cost. The deep understanding of the customer’s switching behavior in the telecom industry has an important proposition for the service providers.
This study helps us to analyze the factors that cause the switching behavior. As the telecom industry has been growing rapidly and the rate of penetration also increased, the number of new customers subscribing to thus can’t be reduced. Where as in the mature market with a base of shrinking potential subscribers, stealing the customers of competitors and retaining its own customers has become the most important strategy for the service firms. Therefore the service firms have got more interested in knowing and understanding the underlying factors leading to switching behavior of customers, as customers are totally heterogeneous in nature and can repeat switching from time to time. As stated in the relevant literature the service of high quality helps to create customer satisfaction, loyalty and market share growth by petition for new customers and improved financial performance and productivity (Lewis, 1993); Andereson, Fornell & Lehmann, 1994) . According to Hackl, Scharitzer, and Zuba (2000) had demonstrating it by adding that customer satisfaction is a prerequisite of customer retention, satisfaction and loyalty.
Those customers who are loyal plays vital role in building up businesses, by setting up distinct moves, by paying the premium prices and providing the companies with a set of potential new customers by positive word of mouth. (Ganesh et. al. referred in Aydin and Ozer, 2004)
In fact the telecom industry losses their customers more frequently so it’s usually challenging thing for the service providers to retain their existing customers and attract the new customers
In telecom industry it has been observed that the customers when remained connected with the particular network or the service provider then the long tenure of their relationship is particularly very important for the success of a company in this competitive era. (Gerpott et. al. 2001 referred in Aydin and Ozer 2004).
Price has been considered as one of the major contributing factors in brand switching in telecom industry as the customers were price-concious. Kay, (2006) argued that brand image has been built-in into the lives as well as the minds of customers because brands were considered to be not only the company’s property but also as a culture or a social property by customers.