Abstract:
The study was conducted to evaluate the nature of the behavioral aspects of the Millennials in terms of
loyal and switching behavior as reference to the mobile phone services subscription. The study was
conducted in two stages. At the initial stage, a customer survey was conducted with a sample of 521
respondents to identify the nature of retention and switching behaviour of the Millennials in the context
of mobile phone services. The comprehensive analysis of customer responses extended the study to the
second stage which involved in focus group discussions to probe the perceptions towards the decision
of remaining loyal or switching and identify the nature and characteristics of each type of customer.
Accordingly, the triangulation research approach involving both qualitative and quantitative data
collection methods was adopted to achieve the desired objectives of the study. The study is significant
as it evaluates the nature of the behaviour of the Millennials in the context of remaining versus switching
and presents a semantic profile of customers with four types of loyalty namely fanatic, satisfied, brand
loyal and captive and four types of switchers namely convenience seeker, discontented customer,
variety seeker and price-conscious customer with respect to the mobile phone services industry.
