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.