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ABSTRACT
This study sought to establish the effect of marketing strategy on brand switching behaviour in Nigeria’s telecommunication industry. A sample size of three hundred and eighty-five (385) was targeted, of which same number of surveys was distributed, completely filled, retrieved, cleaned and used for the empirical analysis. Descriptive statistics (Frequency and Mean) and Inferential statistics (regression) was used for the study’s analysis. It was discovered that: there is a significant relationship product strategy and brand switching behaviour in Nigeria’s telecommunication industry; there is a significant relationship between price strategy and brand switching behaviour in Nigeria’s telecommunication industry; promotional strategy has a significant relationship with brand switching behaviour in Nigeria’s telecommunication industry; place strategy does not have a significant relationship with brand switching behaviour in Nigeria’s telecommunication industry; process strategy has a significant relationship with brand switching behaviour in Nigeria’s telecommunication industry; and people strategy has a significant relationship with brand switching behaviour in Nigeria’s telecommunication industry. Based on these findings, the following recommendations were made: telecommunication companies in Nigeria should focus on diversifying and enhancing their product offerings; there is need for telecommunication firms to reevaluate their pricing structures; it is essential for companies to craft clear, compelling promotional campaigns that resonate with their audience; It is advisable for companies to continually reassess their distribution channels to ensure they are meeting customer needs effectively; telecommunication companies should invest in technology that streamlines operations and improves the customer experience; and telecommunication firms should focus on training their customer service teams to be more empathetic, knowledgeable, and responsive.
