Abstract:
Purpose: The purpose of this study is to identify the factors that influence millennial
consumers to engage in brand switching in the mobile network market of Sri Lanka.
Design/methodology/approach: A quantitative study was conducted under the
deductive approach to achieve the objectives of the research. The data were collected
from 315 university undergraduates in Sri Lanka, who represent a part of the island’s
millennial population.
Findings: The findings revealed that service quality and price were the major factors
that entices customers to switch their telecommunication brand. Moreover, customer
satisfaction mediates the impact of service quality and price on such brand switching
behaviour. The study also revealed that even if a brand has a good image but cannot
provide quality service at an affordable price, it will not be able to retain its existing
customers.
Originality and Implications: This study intends to guide the market players in the
telecommunication industry to develop sustainable strategies to protect their market
share by focusing more on customer retention.
