International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector
Prof. Dr. Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal

Over the last decade, the telecommunication sector of Pakistan has witnessed immense growth and is now catering to almost 100 million subscribers. To make sure that these customers remain loyal, the telecom companies are working to achieve high customer satisfaction through improved service quality, better price and superior brand image. This study particularly looks at all of these aspects and their association with customer satisfaction. Data was collected from educational and business sector of Gujranwala region of Pakistan using stratified random sampling technique. Sample size was 200 and 165 complete questionnaires were received back with response rate of 82.5%. Results of this research are favorable and will help the telecom service providers to shape their products and pricing policies in such a way that they could maximize customer satisfaction and maintain their customers in order to achieve higher market share.

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