Publisher's Synopsis
The mobile phone market is one of the most turbulent market environments in Nigeria today due to increased competition and change. Thus, it is of growing concern to look at consumer brand switching behaviour and explain factors that influence the consumer switching between different brands of mobile phones. This research investigates consumer switching behaviour of mobile phones in a northeastern city (Damaturu, Yobe State) by studying factors that influence consumers to change their mobile phone brands through the mediating effects of customer satisfaction. These factors include price, reference group/social status, and product features. The study recommends allowing consumers to express their areas of dissatisfaction through marketers. Increasing efforts to create avenues for users to freely express their dissatisfaction with the product might increase consumer involvement and increase brand loyalty.
