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Reasons for Switching Cellular Service Providers
Due to stiff competition and innovation in Value Added Services(VAS) available with various cellular service providers customers have an opportunity to switch brands if they are not happy with any service provider. India has seen rapid increase in the number of players which caused the tariff rates to hit an all time low. This allowed the players to target the low income population thereby increasing the market share. The availability of a number of subscriber options for consumers and varied tariff rates of each player, lead the consumers to switch between service providers. In this paper the researchers aims to find out the reasons for switching brands of cellular service providers of mobile phones. It has been found out that the reasons for switching is mainly due to high cost of the services provided, poor service network and poor customer services and lack of innovation and competition in the services provided by the cellular service providers.
Switching Behaviour, Cellular service provider, Value Added Services, Poor Service Network.
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