The effect of Promotional tools on customer’s switching behavior

Abstract

Purpose: This research is aiming to study the effect of promotional tools on customer’s switching behavior such as sales promotions, personal selling, public relations and internet marketing. Methodology: The data was gathered from both primary data and secondary data, researchers reviewed previous articles studied promotional activities and they conducted in-depth interview with two industry experts to provide them with deep insight and information about promotional tools , also they conducted online questionnaire with 150 respondents from both genders to know their opinion about the effect of promotional tools on customer’s switching behavior, then they analyzed the data throw SPSS program. Results: researchers have found that there is a positive relationship between different promotional tools and customer’s switching behavior. Conclusion: the findings indicated that companies have to integrate between different promotional activities such, increase sales promotions and incentives, using bigger outdoors point of purchases, developing internet marketing.