Exploring Multi-Dimensional Metrics for Assessing Customer Satisfaction in the Pakistani Cellular Industry

Document Type : Research Paper


1 Assistant Registrar (HR), University of Okara

2 MS Management Sciences, the Islamia University of Bahawalpur, Bahawalnagar Campus, Punjab, Pakistan



In Pakistan's intensely competitive mobile market, cellular service providers' profitability and long-term viability are largely dependent on customer satisfaction. As a result, this study looks into the various factors that influence customer satisfaction with Pakistan's cellular service providers, with a particular emphasis on factors like brand image, network coverage and quality, price, sales promotion, and service quality. For this study, information from 500 potential customers of Pakistan's four mobile phone providers—Jazz, Telenor, Zong, and U-Fone—was acquired using a stratified sampling technique. Further data analysis included a two-stage structural modelling methodology. The structural model was used to evaluate the relationship between the underlying variables, while the measurement model was utilized to evaluate the validity and reliability. According to the survey, customer happiness is significantly and favorably impacted by brand image, network coverage and quality, sale promotion, and service quality. The pricing, on the other hand, had a negative and considerable impact on customer satisfaction when it came to Pakistani cellular businesses. This study examines how multi-dimensional metrics might be used to measure customer satisfaction in the Pakistani cellular companies.


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