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Recently, Mobile Telecommunication businesses contend with each other to expand their customer base by using an aggressive marketing strategy. In order to determine if this strategy is effective, customer's and their switching behavior needs to be studied. This study identifies and analyzes direct, indirect factors affecting customer switching behavior such as attractiveness of alternatives, network externality, switching cost. The research results show that attractiveness of alternatives, network externalities have a direct impact on customer switching behavior. These factors also have a moderated effect on customer switching behavior but the switching cost does not influence customers directly.

A STUDY OF FACTOR AFFECTING CUSTOMER SWITCHING BEHAVIOR OF MOBILE TELECOMMUNICATION 3.5G SERVICES