Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

The rapid growth of services has arguably changed the conditions of business in-terms of customer attraction and retention. Slow or rapid market growth makes markets more competitive, thus, firms are more likely to attempt maintaining their market share by focusing on customer retention and aiming at minimizing effects of switching behavior.This study aims at enhancing the academic and practical practices of switching behavior of Egyptian mobile subscribers and understanding the main factors and causes affecting their behavior. In order to achieve this objective, the study postulates a theoretical framework that investigates the relationship between mobile operator employee responsiveness, network coverage, likeability of service providers{u2019} offers, word-of-mouth, the attractiveness of competitive offers, and finally the complexity of mobile industry regulations on one side and switching behavior on the other side. This framework was adapted from the previous literature and the exploratory phase

Issued also as CD