It is important to understand the factors that contribute to brand switching in ways to collect the facts and reasons behind brand switching in Morocco’s telecommunications industry,particularly Maroc telecom,Inwi,orange,and to be able to develop strategies that will satisfy customers.If any brands satisfy the wants,expectations and needs of consumers,they will be fulfilled.For GSM operators in Morocco,factors such as trust,brand loyalty,quality of service and price have a significant effect on customer preferences of either sticking to one mobile brand or switching to another brand.All significant factors that can impact brand switching in the telecommunications sector have been addressed in the literature review.The primary research data was obtained from a sample of 100 mobile subscribers via a questionnaire survey.Analysis findings have been presented in a systematic way.The results were descriptively discussed.Microsoft Excel and SPSS were used to perform the study.Based on the model of this study,the results concluded that price,service quality,trust and brand loyalty impact on consumer decisions to switch brands based on examined factors influencing customers to switch brands,and there are other factors that contribute to switching brands,such as bonus airtime,low switching costs,better alternatives and bad network service.Research findings are restricted only to the telecommunication sector in Morocco.The scope of the analysis can be extended by future researchers.