The research aimed to find the reasons behind the customer’s switching behavior in cellular services sector of Pakistan. To conduct the research, we surveyed 480 respondents across the different regions of the country. The survey was based on a self-administered questionnaire. Respondents were selected on convenience basis. After examining the collected results, we inferred that the customer retention is highly depending on Call and SMS rates and then on network service, network coverage and customer service. Using logistic regression and likelihood ratio it is concluded that proposed variables have a significant relationship with the switching. Companies should focus on these factors to retain their current customers and make them loyal enough that they could have a long retention period with the company.