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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information

Journal: Business and Economics Research Journal

Title of Article: Customer Satisfaction for Cellular Phones in Pakistan: A Case Study of Mobilink

Author(s): Shakir Hafeez, SAF Hasnu

Volume: 1

Number: 3

Year: 1

Page: 35 – 44

ISSN: 1309-2448

Abstract

Customer satisfaction is a crucial element for the success of all businesses. One of the biggest challenges for a market is how to satisfy and retain the customers. The purpose of this study is to find the level of satisfaction and loyalty among the users of cellular phones. This study is based on Mobilink’s prepaid customers. The findings suggest that overall customer satisfaction and customer loyalty is comparatively low among the customers of Mobilink. The Customer loyalty in Pakistan’s mobile sector is relatively low because it is an emerging industry, new players are entering in this market and customers are more fascinated to try the new service providers. However it is expected that when the industry will be well established, the results will be more comparable to other studies.

Keywords: Customer satisfaction, Customer loyalty, Mobile telecommunication, Regression model, Drivers of customer satisfaction, Pakistan

JEL Classification: M30, M31

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