Factors Affecting Customer Satisfaction
Abstract
Factors affecting customer satisfaction is of worth importance in order to know the
reasons or the factors which are responsible to create satisfaction among customers for a
particular brand. Customer satisfaction is established when brand fulfills the needs and
desires of customers. In this research study, the subscribers of telecom sector or the mobile
service providers like Ufone, Mobilink, Telenor etc operating in Pakistan were targeted as
the population while Price Fairness and customer services were the taken as predicting
variables towards customer satisfaction as criterion variable. The results showed that both
the factors significantly contributed to explain customer satisfaction but comparatively
price fairness had the larger impact on customer satisfaction than customer services.
Conclusion and implications of the study are also discussed based on the analysis.