CONSUMER SWITCHING BEHAVIOUR IN TELECOM AT JIO

Authors

  • Dr N SANGEETHA Author
  • MUDE SANTHOSH NAIK Author

Keywords:

Brand Switching, Switching Behaviour, Customer Retention, Customer Churn, Switching Intention, Service Quality

Abstract

This research examines Indian telecom consumer switching behavior, focusing on Reliance Jio. The research seeks to identify the factors—pricing tactics, network quality, data packages, service innovation, brand perception, and promotional campaigns—that cause people to migrate to Jio. Primary data was collected from telecoms consumers using a standardized questionnaire. Industry papers, journals, and corporate publications provided secondary data. Customer responses are analyzed using percentage analysis and interpretation methods. Jio's inexpensive costs, fast broadband services, wide network coverage, and compelling value-added extras are the main reasons people switch, according to statistics. Telecommunications firms must understand how consumers switch providers to build strategies for recruiting and retaining customers in a competitive market, according to the report.

Author Biographies

  • Dr N SANGEETHA

    Associate Professor, Department of MBA, VISWAM ENGINEERING COLLEGE (Autonomous), ANGALLU, MADANAPALLE, AP.

  • MUDE SANTHOSH NAIK

    MBA Student, Department of MBA, VISWAM ENGINEERING COLLEGE (Autonomous), ANGALLU, MADANAPALLE, AP.

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Published

2026-04-06

Issue

Vol. 2 No. 1 (2026): Volume 2, Issue 1, January-March, 2026

Section

Articles

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Copyright (c) 2026 Journal of Management Excellence

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