Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry

Abstract

This study aims to investigate the impact of corporate image and promotion on switching behavior of mobile phone user. A structured self-administered questionnaire is used to collect the data from the respondents and a total of 250 responses were collected. A multiple regression analysis was used to analyze data and to test hypotheses. Empirical results indicate that corporate image and promotion have significant impact on customer switching behavior in a mass service industry (i.e., mobile phone). The result implies that when high brand image and lucrative promotional offers are available by other operators customers want to switch to those operators. Mobile phone operators are recommended to formulate operations and marketing strategies that focus on expectations of customers to retain existing customers and attract prospective customers.