Abstract:

Pakistani Cellular industry grown and expanded abruptly within last Ten years because of heavy foreign investment and the opportunities provided by the Government. Six companies (Mobilink, Zong, instaphone, Warid, Telenor, ufone) are providing prepaid cellular services in Pakistan. These companies are in tough competition in order to capture maximum market share through customer satisfaction and building customer loyalty by applying different marketing and technological techniques. This paper represents the building blocks of customer satisfaction in terms of call quality, value-added services and customer support: that directly leads to customer loyalty. We studied a sample of N=362 and found that most of the customers are satisfied with their cellular service.