Author - Thuso SEPEPE

Customer retention is a challenge for all industries, but churn rates are particularly high in the telecommunications industry, averaging between 10 and 67 percent. For example, it is estimated that 75 percent of the 17 to 20 million subscribers signing up with a new wireless carrier every year are coming from another wireless provider. Loyalty is extremely difficult for telecommunications brands to attain, especially due to the lack of differentiation in the product and service offerings. Customer loyalty has become rapidly appeared as a relatively important area of investigation for both researchers and practitioners. However, there has been little research in the area of customer brand switch and customer loyalty in the Telecommunications industry in Botswana. The purpose of this paper is to measure the influence of promotional pricing on customer brand switch and customer loyalty in the Telecommunications sector in Botswana. The research employed a positivism research philosophy...