Analysis of brand switching in the telecommunication industry: A case study of Uganda Telecom

Abstract

This study focused on the analysis of brand switching in the telecommunication industry using a case study of Uganda Telecom. The study was undertaken to examine factors that motivate brand switching, existing brand switching deterrent strategies and appropriate strategies that minimize customer brand switching. The study was guided by the following research objectives which were: - to examine factors that motivate brand switching in Uganda Telecom limited, to assess the effectiveness of existing brand switching deterrent strategies in Uganda Telecom Limited and to design appropriate strategies that minimize customer brand switching in Uganda Telecom limited. The study design used was cross-sectional survey to collect data from two departments (Marketing, and Customer Care Operations) staff, senior and middle managers at UTL and customers who have switched from UTL to MTN, Airtel and other networks. The study adopted both qualitative and quantitative approaches. The researcher designed questionnaires and interview guides that were used to in data collection. The study findings revealed that the key brand switching deterrent strategies were advertising, strong organizational values, endorsements, sponsoring of social activities and partnerships with other companies. The study concluded that customer care initiatives, complaint management process, one on one feedback interactions with customers , customer feedback surveys and two way toll free communication are the strategies that minimize customer brand switching in Uganda Telecom. The study recommends that for UTL management to drastically deter brand switching, it should work on providing better choices of product on the market, provide packaging of the product which meets customer expectations and work on customer care service to meet customer expectations.