Factors Influencing to Bangladeshi Consumers’ Mobile Phone Operators Choice and Change Behavior

Abstract

The prime objective of the study is to better understanding of the factors influencing customers’ mobile phone operators choice and change behavior as well as to explore the variation in the importance given by different customer groups while choice mobile phone operators. Both primary and secondary data were used and data were collected from 174 respondents by means of a survey method, using self-administered questionnaires distributed to the respondents at the study area irrespective of respondents’ socio-demographic characteristics. The study explored that call charge, network coverage, faster internet service and promotional package such as bonus on recharge, cash back on use are the main features that influence consumers’ mobile phone operators’ choice and switching behavior. The study also found that there are no significant differences between stayers and switchers with respect to influencing factors except factor 1, supplementary services and factor 2, value added services. Both groups gave more importance on service price and connectivity and mobility factors.  So, marketing strategies should be designed and executed by the companies to attract and retain their customers by lowest possible price, strong network coverage and faster internet service.

Key words: Mobile phone operators, Choice and change behavior, Digital Bangladesh, Factor analysis