Home⇛Business Research Journal⇛vol. 8 no. 1 (2022)

Consumer Brand Switching on Internet Service Providers

Mabel O. Lopez | Jeanne Shonei Manalo | Angelo Manimtim | Kathlyn Masongsong

 

Abstract:

An intense competition on the internet service providers is evident in this technological era when business operates virtually. Thus, this study was conducted with the primary purpose of determining the factors affecting the consumer brand switching. Specifically, the study aimed to determine the profile of the internet subscribers in terms of age, sex, monthly income, and bandwidth. The study intended to assess how the price and service quality affect the consumer brand switching. It was also designed to test the significant relationship between the respondent's profile and the factors affecting brand switching. To meet the research objectives, the researchers used applied quantitative research and descriptive research. The respondents of the study were 111 internet subscribers that already switched from one brand to another. The outcomes were attained by utilizing the self-made questionnaire. Also, different statistical tools were used such as frequency and percentage, mean and composite mean, and chi-square. The study revealed that the majority of the internet subscribers were the age 42-57 years old, female, earn between Php10,958- Php 21,194, and with 25 Mbps subscription. The factors affecting consumer brand switching on internet service providers such as price and service quality were observed most of the time. Based on the findings, it was recommended to match the price in the service quality to satisfy the consumers.



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