Factors Affecting Brand Switching Behaviour of Millennials: Experience from the Sri Lankan Telecommunication Industry

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.