Factors Influencing Brand Switching Behaviour of Mobile Phone Users and the Mediating Effect of Customer Satisfaction: A Literature Review

Abstract

Mobile phone market is one of the most turbulent market environments today due to increased competition and change. Thus, it is of growing concern to look at consumer brand switching behaviour and shade light on the factors that influence the consumer switching between different brands of mobile phones. On this basis, this paper deals with consumers' brand switching behaviour of mobile phone by studying factors that influence consumers to change their mobile phones brand and the mediating effects of customer satisfaction. Using literature review, it was found that although the purchase of a mobile phone is subjective, there are some general factors that seem to influence the switching behaviour of consumers among brands. The studies further show that among other things that influence consumer switching behaviour in the purchase of mobile phones includes reference group and product quality. The study further reveals that customer satisfaction has positive effects on customer switching. Thus, customer satisfaction is considered a positive determinant of how strong is the relationship between the customer and the product provider. The study therefore, recommends that mobile phone marketers should shift focus on building corporate image and analyze more carefully the reason for customers to switch brands in their industries in order to increase loyalty among these customers.