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ABSTRACT
This study aims at examining the factors influencing brand switching of telecommunication services in Benin City with a view to proffering practicable and inductive recommendations to management of the Telecom industries. Primary as well as secondary sources of data was employed. .The population for this study is the users of telecommunication services in Benin City. The non-probability sampling technique was used to determine the sample size..Data generated were analyzed using descriptive and inferential statistics as well as multiple regression. The study reveals that network quality, tariff, customer care support, promotional advertisement and switching cost significantly influences brand switching of telecommunication services in Benin City. The study further revealed that network quality significantly is the most determinants of switching intentions in the Nigerian Telecommunication Industry. Based on the findings of the study, we recommend that management of telecommunication companies should devise means to improve their network quality in order to retain customers and reduce defection of customers to competitors’ brands.
