Factors Affecting Customer Switching Intention In The Case Of Habesh Beer Factory

Every customer in the market has his/her own brand choice. Customers consider certain attributes before purchasing products. The objective of this study was to identify factors affecting customer switching intention in Habesha beer. The variables included in this study are Consumer situational variation, Trust, Reference grouping, Customer satisfaction, and Product quality. The study used both primary and secondary sources of data. A quantitative research approach for data collection was used. 384 questionnaires were distributed out of which 320 were usable questionnaires. This represents a response rate of 83 %. The data were analyzed using descriptive statistic to calculate general information of the respondent and inferential statistics to test like multiple regressions, normality, reliability, correlation and multicollinearity of data. The study revealed moderate to high correlation between the independent variables (i.e., Consumer situational variation, Trust, Reference grouping, Customer satisfaction, and Product quality) and the dependent variables (i.e., customer switching intention). The most correlated dimension with overall switching intention is customer satisfaction (r =0.828, p

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