Customer Switching Behaviour: Identifying major contributing factors

Customer is the main element of marketing considering which all the activities are being performed. As, it is the customer who demands and his/her demands. A customer is the foundation of the success of all the marketing activities. To retain the customers a marketer has to formulate different kinds of strategies. If a marketer fails to do so, the customers would switch to another brands/organization. Customer switching has become an attractive and popular topic in consumer behaviour. Customer satisfaction and loyalty makes the organizations ensure business and profitability repeat. The main objective of customer satisfaction programme is to increase customer retention rates. Explaining the relationship between customer satisfaction and integrity, switching cost play an important role and provide useful insights. Customer switching is a common problem for all the companies. Because the growth in the market is slow or the markets become more competitive, the firm there is more chance of trying to maintain your market share by focusing maintaining existing customers. The process of switching from one of the regular uses of the product switching is product/brand for the steady use of a different but similar product. There are many reason due to which a customer makes the decision to switch like cost; quality; promptness. The objective of this study would be to identify the reasons why do customers switch.