Determinants of Brand Switching Behaviour Among Mobile Network Subscribers in Nigeria: An Empirical Investigation

This study empirically investigates the determinants of brand switching behaviour among mobile network subscribers in Nigeria, with data collected from subscribers in Rivers State, South South Nigeria, and Benue State, North Central Nigeria. Mobile network switching in Nigeria remains a persistent challenge for operators despite regulatory Number Portability provisions, with brand switching driven by a complex interplay of service quality dissatisfaction, competitive pricing inducements, and social influence factors. While descriptive studies of switching behaviour exist in the Nigerian context, analytical investigations employing validated behavioural frameworks and robust sampling strategies are limited. Grounded in the push-pull-mooring framework of brand switching, the study operationalises push factors (service failures, price dissatisfaction), pull factors (competitor service attractiveness, promotional incentives), and mooring factors (switching costs, interpersonal influence, inertia) as independent constructs. A cross-sectional quantitative survey of 430 mobile subscribers is conducted using multistage random sampling. Logistic regression and structural equation modelling are employed for analysis. Preliminary findings confirm that push factors, particularly perceived service quality decline and perceived price unfairness, are the primary determinants of switching intention. Mooring factors, especially social network ties and perceived switching costs, significantly moderate actual switching even when intentions are high. The study provides mobile network operators and the NCC with empirically grounded insights for subscriber retention programme design. Keywords: brand switching, mobile networks, push-pull-mooring, subscriber retention, Nigeria