Determinants of Customer Satisfaction in Cellular Industry of Pakistan

This paper aims to identify the factors which contribute significantly towards customer satisfaction in the fast growing telecommunication and cellular industry of Pakistan. Low tariff rates, widespread network and good call quality have kept the Pakistani cellular networks’ market growth escalating. Yet, great threats and serious challenges loom for existing clientele management and the attainment of higher growth. The golden solution for this dilemma is the retention of existing clientele via higher customer satisfaction. The aim of this research is to search for the factors which contribute to customer satisfaction for the cellular mobile service companies in Pakistan. A survey was conducted. Preliminarily a qualitative research, followed upon by a questionnaire providing quantitative data were used. Obtained results established a multidimensional assemble for customer satisfaction in the communication sector of Pakistan’s cellular phone organizations hinting towards the conjecture that a cellular phone user’s satisfaction in Pakistan comprises of (i) the tariff, (ii) quality of the call and (iii) services offered to the customer. These findings are in lieu of the previously conducted researches in numerous other countries. Keywords: Customer satisfaction, customer service, call quality, tariff, telecom sector, Pakistan