The factors affecting public universities students in Kota Kinabalu to switch mobile phone service providers brands

Customer satisfaction is difficult to define and it is always changing. This will be allowed to customer switch brand if their satisfaction is not fully satisfy. Because of this, brand switching can be happen when the customers are changing or switch from one product to another product but in the same category. Therefore, the purpose of this study is to identify what is the factors that lead customer to switch brands mobile phone service providers' brands. Hence, this research aims to Gen Y of public universities students in Kota Kinabalu. The data for this research were gathered from the use of questionnaires which was distributed to 110 of public universities students in Kota Kinabalu. The result will be gathered through the multiple regression analysis. From the data that has been analysed, it shows that sales promotions is the main factors that lead customer to switch brands mobile phone service providers' brands. Therefore, the result of the research can help telecommunication industries in future in order to keep their customers loyal and to discourage brand switching.