what is the brief summary on this chapter ? :

Telecommunication industry has become extraordinary part of todays dynamic and

modern world. As the market becomes more mature, mobile communication services

become more homogeneous and the competition for acquiring new customers and

retaining the existing customers becomes more intense, and as a consequence customer

satisfaction is a critical factor for mobile service providers to maintain and to improve their

market share and profitability. In competitive environment, organizations must consider

other factors to maintain their customers to get distinctive competitive edge. Therefore, to

remain competitive in the market, mobile operators have to identify the factors related to

consumer

satisfaction and loyalty. Efficient retention management encountered these factors

accounted for customer dissonance and intrigue customer to switch from one service to

other. After the introduction of mobile number portability, the mobile users switching

turnover is more. Mobile number portability is the process by which one user can move to

another operator of ones choice, but keep the existing number.

On the same lines, it has equally been observed that cellular network users subscribe for

specific network connections and switch to others when they find that their current

services do not fulfill their specific communication needs and other networks are providing

better services. Brand switching regarding cellular companies are becoming very

important because it has both aspects that one company is losing their customers while

other company is getting customer at same time. The globalization of competition,

saturation of markets, and development of information technology have enhanced

customer awareness and created a situation where long-term success is no longer achieved

through optimized product price and qualities. In telecommunication industry, switching

behavior is increasing dramatically due to factors like price, trust, customer satisfaction,

customer services, inconvenience, perceived expectations, perceived quality, service

quality, brand image and price perception. In todays challenging economy and

competitive business world, retaining your customer base is critical to your success; if you

43dont give your customers some good reasons to stay, your competitors will give them a

reason to leave.

The customer behavior study is basically the psychology of customers, like when, how,

why and people buy and use the products for satisfying their needs. Every customer bears

their own choice, behavior, attitude and perception for different categories of brands. Most

of the time customers switch from one brand to another brand considering different

factors. When customer is dissatisfied from one brand, then they replace it by another one

which provides them maximum services. In competitive environment, organizations must

consider other factors to maintain their customers to get distinctive competitive edge. For

the purpose of achieving the maintained competitive edge, the telecommunication

industries are compelled to carve innovation and to execute the best thing for the

satisfaction of their customers.

Generally, companies in the telecommunication industry work closely with their

customers to determine competitive pricing indicators, quality of service indicators along

with other anticipatory factors that help determine future need and services. One of the

drivers of customer retention is customer satisfaction which is achieved by ensuring that

the customer gets need satisfying products and services. It is, therefore, important to

understand the needs of the customer and provide solutions in the form of products and

services that actually meet those needs. Researchers elaborated in their studies that how

factors influence the customer satisfaction and switching behavior in cellular services of

Morocco. The important research gap in this study is how telecommunication firms meet

customers expectations towards a particular service provider. This specific research has

utilized triangulation methodology by combining the qualitative and quantitative research

method.

In this study, an attempt is made to examine factors that may influence brand switching

behavior of telecom users. The specific objectives are to understand the relationship

between brand switching behavior and the different factors of the telecommunication

operators and to determine the possible reasons to switch users from one

telecommunication operator to another.