Abstract

Increased competition and globalization has made mobile phone market to be one of the most interested environments today. It is therefore important to look at factors that influence the consumer switching between different brands of mobile phones. On this basis, this research investigates consumers' switching behavior of mobile phones by studying factors that influence consumers to change their mobile phones brand. The research is survey research; thus, questionnaire was the instrument used which was administered on two hundred and thirty (230) respondents. The study used descriptive and inferential statistics for data analysis by employing the Structural Equation Modelling (SEM-AMOS) technique using the Maximum Likelihood Estimation (MLE). The study reveals that price, reference group/social status and product features have a direct significant effect on consumer switching behavior among bank workers in Damaturu Metropolis. The recommendations from the study on mobile phone manufacturers and consumer behavior stress the importance of supporting frontline marketers, integrating pricing strategies for customer satisfaction, building long-term customer relationships, staying updated with technology trends, ensuring affordability, and encouraging customer feedback to enhance brand loyalty and satisfaction.