Critical Factors in Selection and Switching of Mobile Phone Service Providers: An Empirical Assessment

摘要

Pakistan’s mobile phone market is one of the fastest growing in the world. A research study was conducted with an objective of understanding how consumers select mobile phone service providers in a developing economy. This exploratory study is based on primary data collected from customers who only experiencing mobile number portability service belonging 41 different categories of people by profession, including unemployed. Factor analysis was carried out on obtained data and reliability of the resultant scale was verified. The outcome of this research provides a concise framework of the various dimensions of customer choice. The result indicate that infrastructural services, customer relationship, call quality and promotional packages are the most important factors, whereas, price was a less important but still significant factor in selection of telecommunication service provider. This study also shows that pre-paid and post-paid customers can be significantly different for many value-added services and promotional tools.