Authors: Manjit Singh, Sanjeev Bansal
This study examined the factors which influence brand switching behavior among customers regarding their mobile phone service providers. The four factors Service Quality, Price, Trust and Brand Image identified on the basis of previous studies were analyzed to know the effect on brand switching behavior of customers. For the purpose of this study a sample of 200 students from different colleges situated in the district Bathinda of Punjab state were chosen as respondent. Multiple regression method is used to analyze the relationship between brand switching behavior (Dependent Variable) and service quality, price, trust and brand image as (Independent Variable). Keywords: Brand switching, Service quality, Brand image.
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